Account-based marketing

Account-based marketing is the practice of running personalized campaigns against a named list of target accounts, instead of a broad audience. Treating a short list of the right accounts like a campaign of one each raises response rates that broad targeting can't match.

  • Target account list, built with sales against real fit criteria
  • Personalized messaging and content per account or segment
  • Multi-channel sequencing: email, social, direct mail, event touches
  • Sales and marketing alignment on who owns which account, and when
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