Account-based marketing (ABM) is being positioned as the next great breakthrough, but can it actually help your business? Whether you have an ABM strategy already in place or are in the planning phase, the challenge of realizing new value from this new approach requires much more than simply executing in a more focused way against a more focused set of accounts. Developing the right ABM implementation for your company very much depends on thinking through how your Marketing and Sales teams can best complement each other in your approach. In this article published in MarTech Today, TechTarget CMO John Steinert explores the ways successful marketers are using ABM to enhance sales and marketing.
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