Account based marketing as a term is often loosely used. Many see it as very transactional or an activity that has to be done only a few times a year. Some marketers approach it tactically while some see it as a key strategy in their marketing mix.

Where does the truth lie?

Discover as Naseef KPO shares his thoughts on this with Paul Denham of ResearchHQ. He discusses whether ABM is a short-term or long-term endeavor in addition to exploring its different components.