Demystifying Account Based Marketing

July 29, 2021 | 2:22AM

When people talk about Account Based Marketing and doesn’t it seem like everybody is?) there’s no argument over the stellar ROI the approach delivers. But are they all talking about the same thing? ABM itself can be hard to define, particularly with so many vendors and suppliers claiming that their version of ABM is the right one. Is it a business initiative aimed at your most strategic accounts? A set of targeted marketing tools and techniques aimed at a broader list of accounts you care about? Or a hybrid of both?
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