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Page 0 of 0 © Copyright 2017 The Pedowitz Group. All Rights Reserved Account Based Marketing (ABM) vs . Traditional Demand Generation Attributes ABM Traditional § Focuses on the account as a whole § Aggregates several individuals activity to make deductions about buying interest and intent collectively § Customized the messaging and assets that are ACCOUNT specific § Requires extensive collaboration with sales § Adapts with account engagement § Focuses on the individual buyer § Watches collectively over time an individuals engagement against the buy cycle § Serves up messaging and content that is PERSONA specific § Is often sales consult or inform § Drops people into different tracks based on buy cycle stage identification

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