Channel Account-Based Marketing: Midmarket Accounts

August 2nd, 2021

Summary

In the B2B world, strong teamwork is required between marketing and sales to design and execute account-based marketing (ABM) initiatives. For organizations that go to market via indirect channels, this coordinated ABM approach must extend to partners as well. The Channel Account-Based Marketing Framework outlines four design elements that must be established for ABM execution in the channel. This report takes a deep dive into the midmarket/named-account marketing section of the Channel Account-Based Marketing Framework, reviewing key considerations for each of the process stages.

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