Many companies have turned to account-based marketing (ABM) to connect with their B2B customers more effectively. But ABM has been difficult to implement. That’s because it’s usually led by marketing, without sufficient buy-in from sales and service. The term account-based engagement better conveys the cross-functional integration necessary to seize opportunities in the complex ecosystem of large accounts.
In this guide, you will learn:
- How Account-Based Engagement creates value
- Key lessons from leaders in ABE
- How to create connected engagements with your customers