Don’t be put off by perceptions of complexity, laying fresh tracks is less about succeeding initially and more about just doing it
If you’re only using a lead-based approach, you’re essentially wasting sales’ time. But marketers are hesitant to adopt an account-based approach out of perceptions of complexity. This MarTech Today article from TechTarget CMO John Steinert helps marketers move past the shortcomings in lead-based marketing and find easy points of entry into ABM by leveraging better data and applying it differently. Learn how to take a closer look at your existing processes and how you view your information in order to make the tweaks necessary to get started now.