Vision Report

Achieving Pipeline Momentum In Demand And Account-Based Marketing

July 13th, 2021

Summary

Demand and account-based marketing (ABM) leaders tasked by their organizations with driving pipeline momentum must also determine new ways to deliver improved buying experiences that meet B2B buyers’ expectations of being heard, known, and understood. Failing to meet these expectations will negatively affect an organization’s pipeline growth. Leaders who increase focus on engaging buying groups, responding to digital signals, and optimizing buyers’ paths toward a buying decision will successfully drive pipeline momentum. This report highlights five strategies demand and ABM leaders can adopt to deliver experiences that buyers crave and the pipeline momentum their businesses require (see Figure 1).

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