ABM is the hottest acronym of 2021.

The B2B Marketing Exchange recently hosted B2BMX: Next Level ABM, and Qualified took the stage to chat all things ABM and ABX (aka account-based marketing and account-based experiences).

So what is ABM? Hear from Maura Rivera, CMO at Qualified, define the term at B2BMX:

Like Maura shared, ABM is a strategy that concentrates sales and marketing resources on a clearly defined set of target accounts. Over the last decade, ABM has solidified itself as a must-have strategy to successfully marry sales and marketing efforts. The rules of ABM are still being written, but there are certainly ways kick your strategy off the right way:

Key Takeaways:

• Identify your target accounts in one single source of truth
• Go to market with a valuable content for your customers
• Create a personalized, targeted digital experience
• Use conversational ABM to connect with target accounts when they’re on your site

With conversational ABM, you can talk to your target accounts the moment they land on your site. Does your team have a conversational ABM strategy in place? To learn more, check out the Conversational ABM Playbook. Read through to learn how to do basic ABM, understand some easy-to-implement plays, and validate the benefits of conversational ABM, especially within your Salesforce instance.