HomeResearch Articles Masergy: Leveraging Data to Drive a Named-Account Marketing Program

Masergy: Leveraging Data to Drive a Named-Account Marketing Program

  • Moving from a lead-based demand creation approach to account-based marketing (ABM) can be an exciting challenge for marketers
  • Masergy migrated to a named-account marketing approach that allowed sales and marketing to align on the accounts that mattered most
  • Data quality and maintenance proved to be an essential ingredient to long-term ABM success
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