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Using an Account Based Marketing Strategy? You Need an Email Delivery Strategy.

Jun 6, 2017 5:52:03 PM / by Mike Donnelly posted in Account Based Marketing, Email Deliverability

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B2B companies have been doing account based marketing for over a decade (ITSMA coined the phrase in 2004), but in the last couple of years it’s gained popularity as B2B buyers increasingly demand a customized approach. Account based marketing gets marketing and sales working together to examine important business issues facing the target prospect, mapping them to individuals, and tailoring campaigns to address those issues.

While there are many techniques and tactics involved in account based marketing, nearly all of them involve email—whether a salesperson is sending a white paper that will be of interest to a prospect or the marketing team is sending a series of followup emails from a retargeted ad promoting a customized offer.

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