Best of LinkedIn: Account-based Marketing CW 48/ 49

We curate most relevant posts about Account-based Marketing on LinkedIn and regularly share key takeaways. This edition provides a comprehensive overview of the current state and future direction of Account-Based Marketing (ABM), emphasising its evolution from a marketing tactic to a strategic commercial operating system. A central theme is the critical need for deep alignment between sales and marketing to ensure coordinated and consistent engagement across the entire customer lifecycle, rather than operating in isolated silos. The texts heavily discuss the transformative role of Artificial Intelligence (AI), not as a replacement for strategy, but as an accelerator for creating hyper-personalised content, automating account research, and providing actionable, revenue-focused insights, moving away from activity-based metrics and “pretty data.” Furthermore, successful ABM implementation requires a shift from chasing high lead volume to prioritising precision and quality by focusing on a select group of high-value accounts, often beginning with small, measurable pilot programs to secure internal buy-in and budget. Finally, the sources repeatedly stress the importance of human-centric approaches, advocating for executive visibility on platforms like LinkedIn, focusing on genuine relationships, and leveraging frameworks like SPICED for deeper customer understanding. This podcast was created via Google NotebookLM.

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