Account-Based Marketing: The Complete Business Requirements Guide
- Enabling ABM strategies requires people and processes – as well as technology – to help identify and leverage insights and customize interactions
- The traditional category-led view of the expanding b-to-b technology landscape has resulted in siloed, incomplete and bloated ABM tech stacks
- Companies must tie their ABM goals and needs to technology capabilities regardless of category, so that it’s easier to maximize and showcase returns
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