Demanding Views

This section provides insights from some of the most prominent industry thought leaders in the space.

Why Account-Based Marketing Has Failed – And How We Can Fix It

For the last few years, account-based marketing (ABM) has been the go-to solution for B2B marketers who have access to programmatic advertising. It makes sense — ABM represents a targeted approach to digital advertising, and it follows the way in which business development managers typically sell their services. Sales representatives…

The Reality Of ABM? It’s All About The Contacts

This story originally appeared on our sister publication, ABM In Action.Smart practitioners know that, at its core, ABM is all about people. People still pick up phones, sign contracts and make decisions, so the ability to source high-quality contacts who can serve as decision makers and deal champions is key…
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