Silicon Review publishes RightWave Article: B2B Marketing – Account Based Marketing (ABM) Demystified

by Gaurav Gupta on May 12, 2016 , 1 comment


In a recent article published in Silicon Review, RightWave’s CEO, Anurag Khemka explains the intricacies of Account Based Marketing (ABM) and its importance for B2B organizations.

In this article, Anurag uncovers where B2B Organizations fail to align the Marketing & Sales efforts and how the organizations can get the best of their efforts by adopting Account Based Marketing. While there will always be some friction between Marketing & Sales, Anurag goes on to explain how successful implementation of Marketing Automation systems guarantees competitive edge for B2B organizations adopting Account Based Marketing.

Download the entire article: B2B Marketing: Account Based Marketing (ABM) Demystified

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  • Marci Bosse - May 27, 2016

    Account Based Marketing puts Marketing and Sales on the same page; this article provides a road map to reach this rare situation. Especially helpful is the final section about using ABM to acquire new business and cross-sell/up-sell revenues. Based on my own ABM experience, I would also include the importance of whitespace reporting to help identify non-responsive target accounts that may need removed from the ABM program.

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