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How to Scale Account-Based Marketing: A Step-by-Step Guide
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In this video, Danielle Block and Sonya Hand from Merkle discuss account-based marketing (ABM). They emphasize that ABM is not an alternative to demand generation but a complementary strategy. They recommend aligning sales and marketing teams on target accounts, starting with a pilot program, and gradually scaling up. They also stress the importance of measuring success with relevant KPIs and using technology to personalize content at scale.
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