ABM ultimately has its roots in relationship cultivation, a concept that existed long before automation. Unfortunately, the buzz around ABM technologies is so loud that many marketers are being led to believe that their ABM strategy is defined by which shiny new software provides what slick new capability. This misconception creates not only confusion for companies as they work to develop their ABM strategy; it also leads to wasted budgets and efforts.

If marketers want to capitalize on the benefits of ABM, they must realize this approach is so much more than what’s in their tech stack. An effective ABM strategy must be humanistic — for both the company looking to roll-out account-based marketing, as well as the target market. 

MRP has been helping clients with ABM for over 15 years and provides predictive customer acquisition software and services to clients worldwide. Their full suite of ABM managed services triggers the appropriate response to a customer’s specific buying intent as it happens. The result? More meaningful customer engagement and a faster path to revenue.