Keys to the Success of Account-Based Marketing (2nd in Series)
In the second of two articles on Alterra Group’s research on account-based marketing (ABM), we focus on the ways in which ABM leaders drive greater ROI from the approach than laggards.
We explore more deeply the potential drivers of ABM success by comparing the responses of two distinct sets of companies that participated in our research: those for which ABM had resulted in major benefits for either client retention or acquisition (a group we called ABM leaders), and those that reported less-significant benefits (a group we deemed ABM laggards).
