So, after all these years, content marketing is pretty much mainstream. And the pattern of a successful content strategy is by now, well established.
Fill your website with interesting, relevant blogs, the argument runs, become a resource for your audience, back up with eBooks and the occasional piece of video, then tend your patch. Your market standing, influence and sales will grow as result.
According to Gartner, when it comes to Account Based Marketing (ABM) we have just past the peak of the hype cycle. That means it’s downhill all the way from here, until expectations are readjusted and its true merits discovered once again.
At the moment the breathless blogging about its value to business might be sounding a little hollow. 15 Captivating Statistics That Prove You Need ABM Right Now, for example, seems to be suggesting it’s a magic bullet for everyone, which it certainly is not. There is also hype around ‘hands-free ABM’, which is promising effortless, fully automated solutions for what is, in reality, a detailed and complex task of analysis and execution.
