Summary
B2B organizations face internal information overload (e.g., emails, newsletters, meetings, conference calls, social feeds, portals) — so account-based marketing (ABM) leaders’ communications simply add to the noise. Furthermore, organizations must strike a careful balance between overcommunication and undercommunication. This report describes how account-based marketers can balance their communications and apply ABM principles to deliver meaningful, relevant, and timely communications that are goal-directed and deliver value to the user.
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