According to Sangram, we need to change everything we know about B2B marketing. The traditional funnel is inadequate because it was originally crafted to fit sales processes. It doesn't solve the right problems for B2B marketers.

We spend a lot of money targeting anyone and everyone, just to find the right customer. Once we figure out the right targeting, we spend even more money to find out if they're ready to buy.

With less than 1% of leads turning into revenue, why invest resources into something that isn't worthwhile?Instead, focus on generating accounts. Rather than prioritizing lead generation, you need to find the right people within existing opportunities that are ready to buy your product or service.

What if we took the existing lead funnel, and flipped it on it's head? Enter Account-Based Marketing.