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10min chapter
65. Customer Lifecycle ABM
Let’s talk ABM
Strategic Customer Program and Key Account Selection in Account-Based Marketing at SAP
The chapter delves into SAP's manual and recipe book approach to Account-Based Marketing (ABM), detailing the selection process and personalization of key accounts within the Strategic Customer Program. It highlights the successful implementation of personalized programs for a limited number of key accounts, showcasing the effectiveness of this targeted approach in driving engagement and pipeline opportunities.
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