Although the sales-marketing disconnect and rivalry has certainly kept life, business, and company gossip interesting, organizations must evolve. If companies want to reap the rewards of ABM, it is critical that their marketing and sales teams get on the same page and focus on developing pipelines filled with quality leads and the right opportunities.
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An effective ABM strategy must be humanistic — for both the company looking to roll-out account-based marketing, as well as the target market. We need to look beyond the technology, tools, and tactics used to plan and execute programs. People make purchase decisions…not accounts.
In this interview with MarTech Advisor, the CEO and Co-Founder of MRP, Kevin Cunningham shares how marketers can enhance the ROI of account-based marketing (ABM) programs. If marketers are wondering about the benefits of account-based marketing for B2B marketers, then the list is long, says Kevin.