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21min chapter
65. Customer Lifecycle ABM
Let’s talk ABM
Challenges and Strategies in Account-Based Marketing Measurement
The chapter explores the difficulties of measuring the impact of ABM activities, emphasizing the importance of attributing marketing efforts to pipeline growth and business closure for specific accounts. The speakers discuss methodologies like associating CRM IDs to accounts and plan to evaluate their measurement effectiveness by the end of the year. They also touch on the importance of personalization in ABM and defining the practice within an organization.
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