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Account-based marketing

In some cases, sales and marketing teams have solid relationships within their accounts while others have “pie in the sky” accounts that they would love to secure. Relationships and personal goals aside, there is an art to identifying stakeholders within key accounts and taking steps to target the individuals with relevant messages to ultimately close the deal.

But decisions are not always made within the c-suite – there are multiple departments with employees who have a hand in the buying process, and all should be targeted throughout the journey.

Although there are multiple buyers involved, remember that their influence levels are very different. One person may only look at certain factors for users while others are making decisions to solve back-end issues – both important to each department, but one may outweigh the other when it comes to address

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Post was last edited on October 6, 2017 5:14 AM PDT

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