Скачать или смотреть Best of LinkedIn: Account-based Marketing CW 02/ 03 - Best of LinkedIn: Strategic B2B Marketing

We curate most relevant posts about Account-based Marketing on LinkedIn and regularly share key takeaways.

This edition outlines the strategic shift in Account-Based Marketing (ABM) moving into 2026, emphasising a transition from high-volume outreach to signal-based, human-centric engagement. Key themes include the necessity of sales and marketing alignment, where both departments co-create strategies to target high-value accounts rather than working in silos. Artificial Intelligence is presented as a powerful efficiency multiplier for data enrichment and task automation, yet experts warn it cannot replace the personal touch required to build trust in complex enterprise sales. The texts also highlight operational rigour, such as maintaining clean target account lists and measuring success through account progression rather than vanity metrics like clicks. Furthermore, the consensus suggests that modern B2B journeys are increasingly invisible, requiring brands to provide value-driven education and "surround-sound" visibility across multiple digital and offline channels. Overall, the sources advocate for ABM as a core business operating model that prioritises precision, relevance, and long-term relationship building over traditional lead generation.

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