Summary
With the majority of the buyer’s journey now happening online, account-based marketers must incorporate various digital tools into their strategy to reach buying group members in target accounts effectively. Technology infrastructure is critical to the success of digital account-based marketing (ABM) strategies, and the right tools can make targeted outreach scalable. Account managers can increase their visibility into buying group activities through online ABM support. In this report, we describe digital tactics that support marketing to a defined universe of accounts and the technology infrastructure required to deliver them.
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