Illuminating the Path to ABM Mastery with Mason Cosby
Growth Marketing Camp
The Pitfalls and Foundations of ABM Programs
Exploring the key reasons behind ABM program failures, this chapter emphasizes the crucial lack of alignment between marketing and sales teams, highlighting the need for a holistic customer lifecycle approach. It discusses the importance of operational foundations, cross-functional collaboration, and personalized engagement triggers for success in ABM programs. The chapter also delves into building repeatable plays, leveraging first-party data, and incorporating manual outreach to drive increased sales opportunities and alignment between marketing and sales teams.
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