Account-based marketing is a form of marketing that uses highly targeted, personalized and customized campaigns to win over particular accounts. Rather than relying on blanket campaigns that are meant to appeal to an entire market, account-based marketing treats individual accounts as markets in their own right. ABM puts a strong emphasis on quality outreach and relationship-building. So instead of publishing blog post after blog post and blasting email lists with content created for a mass audience, ABM best practices revolve around creating content and crafting experiences for particular people from particular accounts.
Take a glance at the most challenging barriers of account-based marketing success:
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