Origin

The business-to-business buying process has changed with the digital explosion. And, today’s buyers are well informed, and the number of stakeholders involved in purchasing decisions has increased. So, who should you target to sell your products or services? Account-based marketing (ABM) aligns sales and marketing efforts to target key personnel in your key accounts. Sudhir Kumar, marketing director at Origin, shares the key steps to making this work in the electrical engineering sector, the benefits of ABM, and how it is different to traditional 'funnel' based marketing.