This IDC TechBrief discusses account-based marketing.
"The goal for all marketers today is to deliver more value than competitors can as early in the relationship as possible," stated Gerry Murray, research director of IDC's Sales and Marketing technology research. "Business buyers expect even more personalized value from brands during their decision process than consumers do. It is imperative that B2B marketers go beyond targeting and messaging and product promotions. They have to leverage the collective learning of their customer base to deliver resources that bond prospects to the brand even before they buy."