The Dark Art Of ABM (Case Study) with Declan Mulkeen of Strategicabm
Confessions of a B2B Entrepreneur
Starting an Account-Based Marketing Strategy for a Software Company in Pharma Industry
The chapter explores the process of advising a software company servicing pharmaceutical companies on implementing an Account-Based Marketing (ABM) strategy. It emphasizes the importance of assessing readiness for ABM, criteria for target audience selection, validating offer relevance, and tailoring content for individual accounts to create a customized marketing experience.
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