Go-to-Market & Account Based Marketing

Business-to-business (B2B) companies live or die by their go-to-market (GTM) programs.

Without one, a company has no north star, no alignment, no way to sell their product to a target market.

There are several schools of thought on GTM these days. There are those who ascribe to GTM where ABM tactics are the only sales and marketing strategy worth considering.

Then there are contrarians who say that GTM is just sales as it's always been.

Meanwhile, the rest of us are wondering what the big deal is. Beyond reading about it, should we go all-in or dabble in it and see how things go? Should we invest and let that drive us or take a more measured approach with the technology and team we have?

In truth, it is imperative that B2B companies firstly assess whether they should use account-based marketing (ABM) tactics, or product-led tactics to ensure their success.

ABM tactics offer coordinated and targeted approaches for delivering ongoing, personalized outreach to specific accounts that can drive more wins, shorter sales cycles, and larger deals.

It’s therefore no surprise to learn that account-based marketing (ABM) has been the fastest-growing tactical approach to drive go-to-market strategy for B2B companies that sell into enterprises.

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