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. https://abm.report/Resources/Whitepapers/df0e10ee-cb47-4ebe-964b-cdf227aedd92_TTGT_An_Introduction_to_ABM_Scoring_Whitepaper.pdf
whitepaper
AN INTRODUCTION TO ABM SCORING
When it comes to Account-Based Marketing (ABM), many companies are using Account Scoring to evaluate success and trigger their ABM-specific activities. But what is Account Scoring and how does it differ from traditional lead scoring? And how do you score the individual contacts and buying teams within your target accounts? It’s important to remember that Account-Based Marketing is still about marketing to people, so you will ultimately need a way to combine accountbased or buying-unit scoring with individual lead scoring at those accounts. In some approaches, an account score is merely an aggregate of individual lead scores at the account. DOWNLOAD