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whitepaper
DEVELOPING AN ACCOUNT-BASED MARKETING PROGRAM
A strategic approach marketers use to find, engage and nurture decision-makers at pre-defined accounts, account-based marketing (ABM) is making its way into B2B marketing plans everywhere. In many cases, it’s becoming a “must have” line item for 2016. More than just an initial engagement tactic, a full-fledged ABM program also supports the post-sale customer lifecycle, using marketing’s toolkit to contribute to the overall customer experience at targeted accounts. DOWNLOAD