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Is ABM A Fad?

1millerAt a recent industry event, the above question was posed by marketers and industry observers, who wondered out loud where the account-based marketing train was actually headed. It’s certainly a question worth pondering, especially as the marketing-tech world has become awash with buzz-worthy new technologies promising all manner of sales, revenue and AI-powered Nirvana.

Why Calling ‘Plays’ Could Become A Critical Talent For B2B Marketers

PlaysOnChalkboardWhen you hear B2B marketers talk amongst their peers or give presentations to an audience, terms like nurtures and campaigns are often the words they use to describe their initiatives to engage prospects.

That vernacular is starting to shift a bit, though. At a recent “ABM After Hours” event in NYC, hosted by Everstring, instead of discussing nurture streams or campaign themes, the two speakers were referencing “coordinated plays” to review recent programs.

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