Account based marketing (ABM)vsattribusjonsmodell

Account Based Marketing (ABM) focuses on targeting and engaging specific high-value accounts with personalized marketing efforts, requiring precise measurement of how various touchpoints contribute to account engagement and conversion. An attribusjonsmodell (attribution model) provides a structured framework to assign credit to different marketing interactions across the buyer's journey, enabling marketers to understand which channels, campaigns, or content pieces most effectively influence target accounts. In practice, attribution models tailored for ABM help marketers optimize resource allocation by revealing which account-level interactions drive pipeline progression and revenue, thus improving the efficiency and ROI of ABM strategies. Without a robust attribution model, ABM efforts risk relying on assumptions or last-touch metrics, potentially misallocating budget and misjudging channel effectiveness. Therefore, attribution modeling is critical to validating and refining ABM tactics by quantifying the impact of multi-touch, multi-channel engagements on account outcomes.