Are you ready for ABM

Account Based Marketing (ABM) is, almost without question, the buzzword in B2B marketing at the moment. But what is it, and how should you be thinking about using it as part of your KAM strategy? Fujitsu’s renowned ABM expert Andrea Clatworthy explains what ABM is and is not – for example, it’s not something that marketing do for you, or generating a load of leads. In a 1:1 context the return is high, but so is the effort. ABM is not a quick fix, but its focus on the 3 Rs – Relationships, Reputation and Revenue – can pay off handsomely for KAM.