What CMOs should know about account-based marketing
ABM has been the most over-used acronym in B2B marketing over the past year. Vendors in this space have been busy racing to publish content on the subject in an effort to control the general perception. With this proliferation of biased content, CMOs are challenged with understanding if ABM is a strategy they should be considering.
In an effort to set the record straight, PK set out to address the realities of ABM from the perspective of CMOs. Read the full article on Business 2 Community.
About the Author
Jared Dodson is a Senior Manager at PK with deep expertise in customer acquisition with a focus on B2B marketing and sales. His passion is helping companies leverage technology to create personalized and relevant customer engagements at scale. Working with Fortune companies—such as Adobe, T-Mobile, Microsoft, Johnson Controls—Jared has led large-scale initiatives focused on lead generation & management, account-based marketing, B2B & partner marketing, marketing technology, sales process, and sales enablement. Jared’s experience spans industries including high-tech, software, telecommunications, energy, and insurance.Tags: ABM, Account-based marketing