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Account-Based Marketing (ABM) is experiencing a bit of a renaissance right now. Events and technologies focused on ABM are springing up, and my feeds and inbox are peppered with success stories, blog posts and sales pitches. It has lead to a lot of spirited debate at here at ANNUITAS and in my professional circles — and not everyone is a fan. I have long been a supporter of Account-Based Marketing, but I cannot deny the validity of some of the arguments I have heard against it. A lot of very smart people are still on the fence about ABM, but I think that much of the backlash is due to the fact that many marketers are still not thinking strategically about ABM, and are simply utilizing account-based tactics. And that is where the trouble lies…

4 Problems with Account-Based Marketing