ABM or Channel or Vertical or Agency

The other day, I was asked if I do “ABM” (account based marketing).

I said “Yes, of course. I also do Channel, a larger part of ABM, and Vertical, also a larger part of ABM.”

In other words, the way I view the world of marketing, ABM is a subset of Channel or Vertical marketing.

How did I get to an “account” if I didn’t know what my Channel or Vertical or even TAM (total available market) was?

So, yes, I know tech (my vertical), SAAS (my channel), and Microsoft Office (my hypothetical account).

I then asked them, “Where is your marketing agency? Why aren’t they helping you manage the account?”

“We hired them to manage us, not one of our clients.”

Okay, I get that. To a degree. But, I have to tell you, I have had some of my greatest successes in marketing when I brought my agency(s) into my tactical sessions with an account. (Back to ABM). They were able to see things that I never thought of, point out areas that were an accounts weaknesses, and strengthen areas that needed some bolstering.

Did I pay them to do this? Some I did, some I didn’t. Did I lose my agency to them? Never. My agency(s) were part of the process, be it tactical or strategic, and they benefited when we did well because our accounts did well (and our channels and verticals).

ABM is more hype than actuality. I have been doing ABM my whole life, but, just recently, someone who had a little more time on their hands said “Let’s put an acronym together for what we have been doing for decades.” And they did, and now everyone that doesn’t know marketing thinks they have to have an ABM expert on board.

Don’t be shortsighted and ignore all the acronyms out there, but, be aware of them for what they are — nothing too exciting if you have been doing marketing for a few years — their just another name for what you already are doing and know.

--

--

--

Love marketing. Enjoy trance. Past-Volunteer fire fighter. Lucky enough to have traveled the world and gained experiences that I like to share.

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Turning up is half the battle

Event Experts Predict The Future of Experiential Marketing

How To Advertise Your Business on Facebook

Market Entry Strategy Industry Reports | Automotive Market Entry Strategy: Ken Research

ANALYSIS: NIKE GETS CRAZIER

6 Step-by-Step to hack your performance creative strategy

Email capture strategies that build your list in no time

TikTok B2B Lead Generation: Is It Even Possible?

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Blaine Phelps

Blaine Phelps

Love marketing. Enjoy trance. Past-Volunteer fire fighter. Lucky enough to have traveled the world and gained experiences that I like to share.

More from Medium

#2 Know what’s happening in the tech world

Hyperledger Indy Use Cases

Kowloon Walled City — Interstitiality & The Makeshift City

The Role of Academic Institutions, Business, and Government in Providing