Account-based marketing encompasses an organisation’s entire go-to-market strategy. It involves deep understanding of a few target customers or prospects – and crucially the people within them.
Contrary to the name, ABM is about far more than marketing. It encompasses sales, customer success, research, and planning. And although SaaS products play an important role, it is not a tech-driven solution, but rather a collaborative insights-based approach, aided by technology.
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