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Account-based marketing isn’t the answer for B2B

November 29, 2019 / WARC

A recent LinkedIn survey found that two-thirds of B2B marketers believe that businesses grow by increasing loyalty, not by customer acquisition, but Peter Field begs to differ and he believes account-based marketing is the problem. “Focusing on key accounts and loving the socks off them rather than reaching out to new customers” will ultimately be judged a failure, the marketing consultant told a London conference last month.