Beyond the Hype: Making Account-Based Marketing Work for You

July 29, 2021 | 1:58AM

Account-based marketing. If you’re a B2B marketer, you know that everyone is talking about it — but what is it, and who’s actually doing it? More importantly, is it right for your business? If you are wondering what all the hype is about, you aren’t alone. In a recent survey, Forrester Research discovered 73% of B2B survey respondents agree that, as an industry term, ABM lacks specificity and gets applied inconsistently to many different approaches.*
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