You probably see the term “account-based marketing” (ABM) pretty frequently of late. The hype has grown over the past 12 months, with hundreds of articles, blogs, webinars, podcasts, videos and events devoted to the topic. At least a few dozen new vendors have sprung up with solutions focused on ABM, adding to the noise.

Even with all that noise, most organizations are unclear about whether and how to implement these strategies. So this post will give you a high-level sense of what ABM is all about, give you concrete criteria on whether you should consider it for your organization, help you decide what type of ABM would be appropriate, and give you a couple of practical steps to get started.

By Candyce Edelen

This post originally appeared on the Propel Growth blog.

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