Guest Blogger Contribution by Brain P. Hession, President and Founder of Oceanos
As marketers, we are in constant pursuit of an increase in the number of marketing qualified leads (MQLs). We understand that it starts with a strong top of funnel. The programs we initiate need to produce leads from an audience that can be nurtured into a pool of viable MQLs. If not, conversion rates suffer and, more importantly, we waste resources on misguided opportunities. In response, we have embraced account-based marketing (ABM) as a means to ensure investments are aligned to the optimal audience.