All too often B2B marketers employ ABM as a tactic when, in fact, it is a strategy. Over the decades of doing ABM – even before it was called that – I’ve learned several lessons on how to ensure your ABM program will drive sales. Here are 3 of those key lessons. Key 1: The A in ABM is for Accounts Choosing the right accounts requires 2 things. One, working with Sales Leadership to determine the right categories, industries, and ultimately Accounts you want to focus on. Second, is having the right GTM strategy and frameworks that support a robust… Read More
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