Comment on this video from Claritix.
The buyers are indeed more empowered and informed and the amount of stakeholders involved are indeed higher today. It is very symptomatic for the situation our customers are in as well. This touches on one point that is very important for successful ABM.
Marketing and Sales departments need to work closely aligned with a carefully selected list of Accounts. When both departments are involved and engaged and have the same target, then you can increase the likelihood of success. When the marketing efforts are focused on the same Accounts as Sales are working on then the resources can be used more wisely, both for Marketing and Sales actually. There are many stakeholders that needs to be reached in a big B2B deal and Account Based Marketing is well suited to support that.
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