The Missing Link In Your ABM Strategy (Part 2)

Daniel Englebretson
Wednesday, June 30, 2021

In part one of this series, we defined account-based marketing (ABM), discussed why it mattered, and highlighted the need for a unified data strategy to create a single-source of truth. But many marketers still grapple with the question: is ABM a strategy or a technology?

While ABM technology can certainly help marketers leverage data and speed to drive maximum efficiency, delivering personalized experiences off the back of a holistic data-based understanding is just part of the equation.  ABM technology, on its own, can’t meet the need for a personalized and connected experience that our customers have come to expect. The second part of the equation is all about the people and processes. Read more…


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