BY DANIEL BLACK
Account-based marketing (ABM): is it out with the old and in with the new? Maybe. Researchers and marketers everywhere espouse the virtues of ABM, and to be frank, there’s no room, or need, to debate them. But despite the proven pros, ABM doesn’t equally benefit all businesses. As we know well in marketing, there’s never a one-size-fits-all strategy. Instead, we propose an alternative to ABM, cohort-based marketing (CBM), which represents a more practical, realistic, and balanced approach to marketing.