Demystifying account-based marketing: How to make it actually work for your business
Intercom, Inc.
DECEMBER 16, 2019
Over the last two decades, account-based marketing (ABM) has been both hailed as a surefire win for B2B businesses and written off as little more than an industry buzzword. ABM’s mixed reputation reflects the challenges that companies have faced implementing an account-based approach. Just two years ago, only 29% of marketers reported ABM to be an effective strategy.
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