71. Customer Expansion ABM
Let’s talk ABM
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Navigating Account-Based Marketing Challenges
This chapter explores the intricacies of account-based marketing (ABM) within a channel-first model, using insights from a prominent robotics company. It emphasizes the dual focus on both end-users and channel partners, highlighting the need for tailored strategies and effective communication. The discussion also underscores the essential traits for success in ABM, alongside the importance of collaboration between marketing and sales teams in navigating unforeseen challenges.
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