- 04 Oct
The Secret to Account Based Marketking Success
You’ve probably seen the reports, case studies, and testimonials about the advantages of account-based marketing (ABM). But let’s be honest: Although some marketers are successful with ABM, many struggle to achieve its promised value.
Implementing a successful ABM program is a big, complex job. And it requires a whole new way of thinking and new set of processes. After all, ABM is about more than working with Sales, defining a list of target accounts, and creating campaigns. The essence of ABM is to develop a comprehensive understanding of the account persona and to engage based on that understanding.
But, how can you make that happen? That can happen only if you have an account PI on the job. And to see how to put all the pieces together for your ABM success, read the full article at MarketingProfs.com