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Why ABM Doesn’t Work (and How to Fix It) - Andrei Zinkevich

RevOps FM

CHAPTER

Mastering Account-Based Marketing

This chapter explores the evolution and strategies of Account-Based Marketing (ABM), debunking common misconceptions while emphasizing effective account categorization. It outlines the importance of dynamic engagement and personalized offers, while also highlighting the role of educational content to create awareness among potential B2B buyers. Finally, it discusses the significance of community involvement and collaborative content in enhancing brand visibility and establishing credibility in target markets.

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