Best Practice Report

Communicating An Account-Based Marketing Initiative To A Large Target Account

March 6th, 2020
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst

Summary

For B2B account-based marketers, target accounts have the power to choose who they wish to do business with. Therefore, is it wise to tell them when they are the subject of an account-based marketing (ABM) initiative? In this report, we outline the pros and cons of informing an account about their inclusion in an ABM program and explain how to position the approach.

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