Account-Based Marketing (ABM) is a common approach to personalizing buyer engagement, but it falls short when it comes to a company’s website. In short ABM’s objective is to strategically identify
and engage with key personas through a variety of channels–from email engagement to digital advertising and beyond–so that eventually, they are compelled to engage with a sales rep. The challenge is that once an ABM strategy leads a decision-maker to your website—then what? If the CEO of your company’s dream customer was browsing your website’s pricing page, wouldn’t you want to know? And shouldn’t this important contact receive a white-glove experience from an inbound sales re
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| Account-Based Marketing (ABM) is a common approach to personalizing buyer engagement, but it falls short when it comes to a company’s website. In short ABM’s objective is to strategically identify and engage with key personas through a variety of channels–from email engagement to digital advertising and beyond–so that eventually, they are compelled to engage with a sales rep. The challenge is that once an ABM strategy leads a decision-maker to your website—then what? If the CEO of your company’s dream customer was browsing your website’s pricing page, wouldn’t you want to know? And shouldn’t this important contact receive a white-glove experience from an inbound sales rep–armed with all relevant buyer intent data–in that exact moment? |
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