The New ABM

ABM is a hot topic right now in the B2B space, and for a good reason. It works. ABM is account-based marketing. It’s a marketing strategy where you identify the accounts you want to work with and directly target them.

I want you to consider another acronym for ABM – Always Be Meaningful.

ABM works… when it is meaningful.

It builds a relationship where we can say: 

“I want you.” 

“I understand the problem you are facing.”

“Here is how we can help.”

How much more attractive and meaningful is that to the prospect?

Rather than blasting out marketing messages all about you and why someone should work with you, you’re saying, “hey I know your specific frustrations and problems, and I truly want to help you. I spent the time researching your company, and I know we’d be a great fit.”

That message brings more meaning and trust to the conversation.

Always be meaningful. No matter what kind of marketing you’re doing.

Post by Benj Miller

Benj Miller is a founder who hates titles, a strategist who can’t sit still, and a coach who feels more like a friend. As Syrup’s Creative Director (and its founder), he turns big ideas into brands people actually remember. He’s part strategist, part artist, and fully allergic to anything that feels generic. Whether he’s shaping a brand’s core idea, building a visual identity, or pushing a website concept one level deeper, he always finds the angle that makes people stop and pay attention.

He spent two decades building Syrup into the company it is today, while also starting, leading, or advising more than ten other companies along the way. That mix of experience shows up in the clarity, honesty, and sharp instincts he brings to every project. When he’s not leading the creative charge, he’s doodling another wild idea or convincing the team that yes, it can be better.

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