By Megan Golden
Marketers need to think differently to be successful with account based marketing (ABM). That can be a challenge. We’re used to casting a wide net, generating leads, and then passing them on to sales. Then we have to justify our spending based on how we contributed to a sale versus how much sales contributed. In ABM, marketers work far more closely with sales throughout the entire process. There’s no handoff; it’s all hands-on.