Why Account-Based Marketing Changes How We Define Marketing Success
B2B Marketing Directions
MAY 29, 2016
The adoption of account-based marketing (ABM) involves fundamental changes in marketing objectives, priorities, and practices. Therefore, ABM requires a different approach to defining marketing success and different metrics for measuring marketing effectiveness. Content is vitally important to the success of any ABM program, but it plays a different role in ABM than it does in traditional demand generation.
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