Account Based Marketing: 11 Tactics to Drive your ABM Process

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Account based marketing is getting serious attention these days. Vendors, bloggers, and market research firms are fueling a resurgence in account based marketing’s popularity. ITSMA coined the phrase in 2004 and B2B vendors have been doing this type of marketing for years (but without calling it account based marketing). For the last several years, sales and marketing teams have been trying to re-think demand generation, understand technology such as marketing automation, wrap their hands around inbound marketing, and have now realized: “Well wait a minute, we sell to companies – we need to build our sales and marketing machine accordingly.”

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