. https://www.pardot.com/account-based-marketing/the-missing-link-in-your-abm-strategy-part-2/

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THE MISSING LINK IN YOUR ABM STRATEGY PART 2
In part one of this series, we defined account-based marketing (ABM), discussed why it mattered, and highlighted the need for a unified data strategy to create a single-source of truth. But many marketers still grapple with the question: is ABM a strategy or a technology?  While ABM technology can certainly help marketers leverage data and speed to drive maximum efficiency, delivering personalized experiences off the back of a holistic data-based understanding is just part of the equation.
ABM technology, on its own, can’t meet the need for a personalized and connected experience that our customers have come to expect.
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