Special Guests: Diane Grefer, Campaign Marketing Manager for IBM and Eric Newell, Vice President of Account Based Marketing and Demand Generation at MeritDirect
In this interview:
- How they constructed an ABM program from start to finish
- Communication and strategy used to reach their goals
- The choice to include direct mail in the process
- Challenges encountered and lessons learned during the ABM implementation
- Best practices for implementing ABM into a sales plan
- The outcome
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