Inbound Marketing Age

Osian Barnes

Osian Barnes
Osian is part of Equinet Media's content writing team. With 15 years experience in sales and marketing he has worked on award-winning digital and conceptual campaigns for Jaguar, British Airways, Marks and Spencer and Strongbow.

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Account Based Marketing: Don’t Believe the Hype Cycle

Written by Osian Barnes  |  14, November, 2018  |  0 Comments  Subscribe

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.

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