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The 2016 Topo Account-Based Marketing Framework

Over the last 10 years, B2B demand generation teams have used technology such as marketing automation to  become highly-scaled demand generation engines, delivering high volumes of leads each month. But these  teams fail to adequately support the sales team’s strategic pursuit of named accounts. In fact, on average, only  10-20% of the leads generated by marketing are from accounts on the sales team’s target list.

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The 2016 Topo Account-Based Marketing Framework