I do agree and so do most of our clients that ABM is an important part of the marketing strategy, and the improvements in Marketing Tech and data has changed the game. However as with any "buzz" everyone wants to be part of it. So I do think we need to be wary as now everyone is offering ABM solutions.
How? Let's keep in mind our core target audiences plus the goals we have in place versus the resources at our disposal. Then we can choose the right approaches and partners for Data, Analytics, Display, Content, etc.
I believe as Marketeers our job is to help the prospects on a journey (step by step for most B2B purchases) , so lets make the most of new advances but not lose focus of the fundamentals.
Conclusion: Old News, New Buzz? Perhaps surprisingly, given its almost fanatic momentum, several vendors across categories pointed out that ABM is nothing new. Rather, it’s a shift in focus from inbound to outbound tactics, an inevitable swing of the pendulum. While the buzz around ABM is very real, and many marketing teams are starting to do account targeting in a new way (more akin to the way sales has long approached prospecting), these viewpoints presented a healthy dose of skepticism — a good set of checks and balances to prevent martech from getting caught up in trendy marketing terminology