Account Based Marketing Brings Client Value Back to Center Stage

Account Based Marketing Brings Client Value Back to Center Stage

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Account Based Marketing (ABM) is a strategic marketing approach aimed at engaging key customers and prospects in a highly personalized manner with one overriding focus: customer value.

Also known as ‘key account marketing’, this approach is being put into practice by an increasing number of companies to reach and engage with large strategic customers and prospects. As a recent study by the Gartner Group showed, the large customer segment represents over half the revenue and profitability of many companies.

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