Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 7mo
From my experience, the best practices for employing ABM are to align on the few things that matter the most and be disciplined with follow-up. Overall, the mechanics aren't overly complicated, but the consistency and resiliency are where the rubber meets the road. Make sure ABM makes sense for you: be set up to measure ABM performance vs. non-ABM performance. In other words, don't just "do" ABM because you think you need to Start with the strategy: ABM tactics and tools and tech are sexy, but y ...Read More
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