Account-Based Marketing (ABM) is a powerful way to target decision makers inside your target accounts. However, your ability to reach the right people depends on the quality of your data and the tools put in place to achieve your goals.
But there is still a wrinkle when it comes to understanding the data with respect to the roles in the account. You see, job titles are not always what they seem to be. This nuance alone can undermine your ABM strategy and approach.
[Read the full article on MarTech Today.]
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