By Erik Matlick, Bombora
B2B marketers are flocking to the account-based marketing (ABM) trend, attempting to focus only on their best prospects and the goal of moving them more smoothly and quickly through their purchasing journey. But there are problems. A major challenge is aligning all their ABM efforts with other campaigns and sales activities. Even in the best-run organizations, sales and marketing aren’t always synced up with regard to reaching out to the same prospect with the right message, at the right time.