Case Study

SAP: Standardizing And Optimizing Account-Based Marketing

October 14th, 2022
With contributors:
Steven Casey , Robert Peterson , Laurynn Bedard , Arianne Burnette


Establishing a world-class customer-centric organization requires a holistic, standardized, and repeatable approach. Account-based marketing (ABM) enables organizations to engage targeted accounts by assessing customer priorities and needs and tailoring messaging, programs, tactics, and interactions that drive mutually beneficial wins. In this case study, we describe how SAP implemented a comprehensive ABM practice in its North American field marketing organization.

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