Editor’s note: The sales and marketing relationship isn’t always hearts and roses. Account-based marketing can change that, as Joe Chernov recently explained to Chief Content Officer magazine’s Jonathan Crossfield. This article recaps his comments.
Account-based marketing arose to address a massive shortcoming in the classic content-driven demand-gen model: It takes a long time for a company to produce enough content to drive the business.
Each blog post you write, each e-book you create will provide some increment of leads. But what you need is an accumulation of lots and lots of content to be able to drop enough hooks in the water to catch enough fish to feed your town. Companies got frustrated with this. Boards got frustrated with this. Executives got frustrated with this. Marketing leaders got frustrated with everyone being frustrated with them.