Is ABM the Latest Marketing Buzzword, Or Truly Something New?

The real shift that’s happening is a technological one. Machine intelligence and CRM software are both improving quickly, and this is allowing marketers today to take advantage of tools they simply didn’t have a decade ago. In the past, it wasn’t practical to take a personal approach with every potential customer. Marketers might have courted a few major clients, but it wasn’t the norm. Now, thanks to automation and increasingly sophisticated targeting capabilities, it is possible to carry out many complex campaigns at once. Technology clearly isn’t slowing down, so ABM may continue to get more accessible and more common as time goes on.