Summary
For most organizations, a limited number of large accounts offer the most substantial current and future revenue potential. Consequently, a program to engage the executives at large accounts can aid in generating new opportunities, hastening pipeline progress, and fostering existing customer relationships. This report provides guidance for an account-based marketing (ABM) team, working in tandem with sales, to develop custom strategies to effectively engage executives from large accounts; it also outlines technology tools and a class of specialized vendors that support such initiatives.
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