HomeResearch Articles Portfolio Marketing's Role in Account-Based Marketing

Portfolio Marketing's Role in Account-Based Marketing

  • Account-based marketing (ABM) leaders need a deep understanding of target markets and buyers to effectively prioritize opportunities and apply targeted messaging and tactics
  • Portfolio marketing teams possess the skills and knowledge needed to provide ABM leaders with insight into market segments, buyer personas and buyer needs
  • ABM leaders should partner with portfolio marketers across six strategic activities when developing an ABM program
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