Many B2B companies have launched ABM initiatives, but many are struggling with how to balance these more targeted programs versus traditional demand generation. The emerging reality, according to industry thought leaders and many experienced B2B practitioners, is both ABM and demand gen have a role to play in today’s B2B marketing efforts to prioritize high-value accounts and identify new prospects.
Finding the healthy balance between the two is the goal, and industry experts agreed that embracing ABM is not simply a matter of flipping switch. This interactive white paper will discuss:
- Matching targeted personas to targeted accounts
- Target account selection and engagement
- Where buyer and account personas fit in
Download the Interactive iPaper