
RV199 - Expert Session: GTM Programs & Marketing ROI
GTM Live
Personalization and Account Based Marketing Strategies in B2B Marketing
Exploring the challenges of scaling up personalization efforts in marketing from small to large volumes, this chapter discusses the balance between one-to-one personalization and segmented approaches through Account Based Marketing (ABM). The concept of 'Roomba accounts' is introduced, inspired by tailored marketing efforts for 100 key accounts, and the conversation also touches on building a media company in B2B by creating valuable content for the cybersecurity community.
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