Account-Based Marketing: Post-Pilot Expansion

January 1st, 2018

Summary

When an account-based marketing (ABM) pilot is complete, the next step is to plan how to incorporate this approach into ongoing marketing strategy and execution. Use the results and lessons learned from the pilot to define the breadth and structure of future ABM efforts, along with the resources and level of change required. Create a central team to develop a consistent strategy and serve as an ongoing resource for ABM execution that is distributed across the marketing organization.

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