Beyond the Hype: 3 Steps to Making Account-Based Marketing Work for You

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Account-based marketing (ABM) is the latest buzzword to hit the industry. There’s surely been lots of hype, but some marketers are still fuzzy on the details: what exactly is ABM, and how can it be beneficial to your organization? In a nutshell, ABM is about focus. Let’s explore…

Account-based marketing is an (awesome) marketing approach in which your efforts and resources are focused on the accounts that are most likely to generate revenue or garner other strategic significance. For the past year, a number of Marketo customers have implemented real-time personalization technology to execute ABM and have seen great results: increases in both revenue and ROI. One customer’s experience in particular is shared later in this post.

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