What is account-based marketing or ABM and why are B2B marketers so bullish on it?
Interest is surging as technologies to target key accounts improve and relevant data becomes more accessible.
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What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
The B2B buyer journey is evolving rapidly as it becomes more digitized, less predictable and more complex. The challenge for B2B marketers is to support what is now a self-guided journey involving numerous personas on accounts and increasingly expanding buying teams. Strategies that were once traditionally B2C are now being adopted by B2B marketers.
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Interest is surging as technologies to target key accounts improve and relevant data becomes more accessible.
Plus, optimizing digital assets.
Plus getting the most out of AR and VR.
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