HomeResearch Articles Future Vision: Account-Based Marketing

Future Vision: Account-Based Marketing

  • B-to-b buyers are acting more like consumers in their buying behavior and demanding greater relevance from marketers and sellers
  • More people are involved in b-to-b buying processes; they each have unique needs/angles, but individual/buying center balance must be achieved
  • Too often, b-to-b sales and marketing teams rely on archaic (and inappropriate) ways to engage with ABM accounts
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