Summary
Account-based marketing (ABM) is not unfamiliar in Europe, but European B2B companies face several unique challenges when scaling ABM to larger numbers of accounts, such as supporting multiple languages and cultures and relying on field marketers to execute. ABM technologies can also be irregular, as many of the providers are US-based and may lack multilingual capabilities. Experienced practitioners have needed to show immense creativity and resourcefulness to simultaneously serve the needs of multiple countries and deliver results. In this case study, we describe how Orange Business Services’ ABM program has evolved over the years and delivered superb results along the way.
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