And why should you be practicing it...
The rise in popularity of an account-based approach is down to the benefit it brings an organisation.
Companies practising ABM have better alignment between sales and marketing and typically see a higher return on investment on their marketing spend, as well as bigger deal sizes and an increased pipeline velocity.
The nature of ABM campaigns allow companies to easily pilot and scale and/or replicate based on success.
ABM campaigns are much easier to track and measure, meaning you can get accurate attribution and ROI.
Marketing technology, such as marketing automation platforms and (re)targeting solutions, have made it much easier to automate ABM marketing programs.
The title of this presentation is accurate: the principals behind ABM are not new. In fact good salespeople have focused their efforts on targeting several stakeholders in key accounts since sales began and BNJ has been practising ABM for over a decade, although we didn't call it that at the time.
What is new is the development in marketing technology which allows you to build scalable and replicable, programmatic Account-Based Marketing programs. It might not be new wine, but it makes for an excellent bottle.