Between a Funnel and ABM

Between a Funnel & the ABM Pyramid: The Case for Hybrid Marketing

Scott Dieckgraefe Insight Leave a Comment

Historically, B2B sales and marketing strategy has been based on the funnel model: awareness constitutes the wide end of the funnel, gradually narrowing down to consideration, then intent, then, finally, conversion (a sale). However, the digital age has seen the increased adoption of account-based marketing (ABM), an approach in which sales and marketing teams work together to identify and target …