ABM: Back to basics
The current business environment underlines the importance of targeting the right accounts at the right time, and in the right way.
Kim Davis on December 30, 2020 at 2:00 pm
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“When people start ABM initiatives, the question they often skip is, which accounts should I be after? In the end, ABM only works if you know which accounts are likely to buy, and what you can sell them.”
A simple message delivered by Gil Canare, former Senior Research Director at SiriusDecisions, now a B2B marketing tech practitioner again. But what’s easily understood is not always so easily implemented even in a business environment where getting the basics right is critical.