Refining and Evolving Account-Based Marketing Strategies

This chapter explores the ongoing refinement and evolution of an Account-Based Marketing program, emphasizing the importance of continuous learning, feedback capture, and alignment with clients. Discussions revolve around the success measurement of the ABM program, challenges in quantifying success, and the value of storytelling and relationship-building in the industry. The potential of generative AI in scaling ABM efforts and responsible AI adoption within organizations like PwC are also discussed.