Thanks To Better Data, Two Easy Approaches To Account-Based Marketing

In this Forbes article, TechTarget CMO John Steinert examines two easy, successful approaches to account-based marketing – the “overlay approach” and the “value-add” approach. Both approaches depend on two critical setup success factors – treating accounts as the critical unit of demand, rather than focusing on individuals (as is typical of lead-based demand gen) and super-accurate account- and contact-level data.
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