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29min chapter
68. Winning with ABM
Let’s talk ABM
Navigating Account-Based Marketing
This chapter explores the evolution and strategic development of Account-Based Marketing (ABM) within a technology company. It emphasizes the importance of a 'listening tour' to align ABM initiatives with company growth objectives and dispel common misconceptions about the approach. Furthermore, the discussion highlights the necessity of collaboration between sales and marketing teams, leveraging subject matter experts, and being adaptable to achieve successful outcomes.
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