Account Based Marketing (ABM) is the hottest trend in B2B selling right now. And it’s the best method for targeting the right leads that result in lucrative sales. For your ABM strategy to work, you need to rely on your CRM and sales team to zero in on the right leads.

Account based marketing(ABM) strategies are one of the hottest trends in sales and marketing. This strategy usually involves targeted emails, unique website pages, pay-per-click ad campaigns, and social media. But there is one complementary strategy to ABM that cannot be ignored: calling your prospects.

In 2004, ITSMA coined the phrase “Account Based Marketing” (ABM) and defined it as “treating individual accounts as a market in their own right.” It’s a structured approach for developing and implementing highly-customized marketing campaigns to markets of one, i.e., accounts, partners, or prospects. This approach, typically employed in enterprise-level sales organizations, involves marketing and sales taking a close look at key business issues facing the target, mapping them to individuals, and tailoring campaigns to address those issues.

A recent SiriusDecisions State of Account-Based Marketing survey showed that over 90% of marketers recognize the value of ABM. Companies utilizing ABM practices have reported better alignment with sales, increased abilities to close bigger deals with target accounts, while also increasing pipeline velocity.