Account-based marketing (ABM) is a hot topic in the B2B marketing
realm because it works. And when it works brilliantly, the results are dramatic
in terms of return on investment and bottom line impact. If it were
straightforward, not only would everyone be doing it, but everyone would be
doing it well.
Spoiler alert: it’s not easy – at least, it’s not easy to do it alone.
That’s one reason McDonald Butler wanted to continue its
partnership with ITSMA to support the sharing of knowledge,...