ABM Myth-Buster: Account Marketability and Contact Discovery

| January 15, 2019

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In order to achieve the positive outcomes ABM is intended to bring, there are numerous factors that need to align. One of the biggest gaps in the Always-On ABM matrix is whether any specific account is marketable. Do you have enough people across enough parts of that account to introduce your product/service to? Have you done the appropriate auditing to understand who and how many represent your Total Relevant Audience? If not, you will likely only reach a fraction of potential in-market companies. Furthermore, you will likely lose a valuable first-mover opportunity.

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The Marketing Practice

The Marketing Practice is an international B2B marketing services agency. We help organisations with complex B2B propositions to attract prospects, nurture opportunities, win deals and grow customers. The agency brings together a complete range of integrated services: from programme planning, proposition development, data sourcing and management, through creative development and digital campaigning, to event management and intelligent teleservice. Committed to brilliant marketing that delivers sales results, the agency has grown to over 130 people and runs global programmes for clients including Salesforce, HP Enterprise Services, Telefonica O2, Canon and Capgemini. We have four international offices, in Oxford, London, Munich and Seattle.

OTHER ARTICLES

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Article | March 23, 2020

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Spotlight

The Marketing Practice

The Marketing Practice is an international B2B marketing services agency. We help organisations with complex B2B propositions to attract prospects, nurture opportunities, win deals and grow customers. The agency brings together a complete range of integrated services: from programme planning, proposition development, data sourcing and management, through creative development and digital campaigning, to event management and intelligent teleservice. Committed to brilliant marketing that delivers sales results, the agency has grown to over 130 people and runs global programmes for clients including Salesforce, HP Enterprise Services, Telefonica O2, Canon and Capgemini. We have four international offices, in Oxford, London, Munich and Seattle.

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