Why Read This Report
B2B marketers believe that account-based marketing (ABM) can boost marketing performance but need to demonstrate its impact. ABM is relevant across the customer life cycle, not just new account acquisition. So B2B marketers must focus on metrics that address specific buying team attributes and customer life-cycle stages and tailor assessment strategies to the ABM programs they run. This report details the metrics to apply to ABM and helps B2B marketers compare the performance of target accounts that were exposed to ABM strategies with accounts that were not.
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