New Alterra Group Research Shows Effectiveness of Account-Based Marketing (1st in Series)
In the first of two articles on Alterra Group’s research on account-based marketing (ABM), we introduce our findings on the rise in account-based marketing in professional services and the operational strategies professional firms are putting in place to capture the greatest ROI from account-level marketing investments.
As part of our research, we spoke to 50 U.S.-based practice leaders, marketers and business development executives (either through one-on-one interviews or via survey) across the management consulting, accounting, law, corporate training and other professional services sectors.
