Demand Gen Report
B2B sales and marketing trends (and the buzzwords that fuel them) seem to come and go as quickly as the latest internet meme these days. Many end-up riding endless waves, falling and rising in popularity as mediums change, attention spans get shorter, and marketing and sales teams shrink and expand.
One trend that has resurfaced, thanks in part to the accompanying technology that supports it, is Account Based Marketing (ABM). ABM’s rapid gain in momentum, particularly in the software-as-a-service (SaaS) and cloud space, has marketing executives funneling major dollars into the strategies, campaigns and toolsets to support it. Why?