The Marketer’s Framework For Start
The Marketer’sFramework forABM SuccessStart
What’s insideBefore we get startedPre-strategy assessment checklist4The marketer’s framework for ABM success5Step 1 Achieve executive alignment6Step 2 Define your objectives7Step 3 Select and segment target accounts9Step 4 Identify the buying committee14Step 5 Determine the right scale18Step 6 Align your content to your audience19Step 7 Measure and prove impact25ABM on LinkedIn: Case studies29
Account-based marketing (ABM) is afocused growth strategy that isbecoming essential in B2B marketingAt its core, ABM is an attempt at establishing and maintainingrelationships with key accounts. That is perhaps one reason whymany B2B marketers choose LinkedIn as the foundation of theirABM strategy—because of our reputation as the world’s mosttrusted social media platform.It’s been proven, time and again, that when marketing and salesTo enable more marketers to reap the benefits of ABM, we’vecollaborate to identify a set of high-value accounts and work indeveloped a framework to guide you on the path to success.tandem to deliver relevant buying experiences, it produces moreefficient performance and stronger results.Business Insider Intelligence,Digital Trust Ranking 2017-20193
Before we get started.Here’s a helpful pre-strategy assessment. You don’t have to check all the boxes to begin your ABM journeybut it’s a good idea to understand where, and how, ABM can add value to your organisation.What are your business growth goals?Is your organisation ready for ABM? Acquisition: We’re struggling to turn leads into Buy-in: We can get marketing and sales Expansion: We have the opportunity to upsell or Resources: We can dedicate a portion of ourcustomers.cross-sell existing customers to increase averagecontract values. Retention: We want to increase customerretention and decrease churn.leadership on-board for our ABM programme.marketing budget to our target accounts. Measurement: We are prepared to build newreports to track and measure impact usingaccount-based metrics.This mini checklist was inspired by Sangram Vajre’s Account-Based Marketing Foundations course on LinkedIn Learning.4
Introducing the Marketer’s Framework for ABM ives43Select &segmenttargetaccountsIdentifythe buyingcommittee65Determinethe rightscaleAlign yourcontent toaudience7Measure& proveimpact5
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyAchieve executive marketing1 and sales alignmentWhile marketing and sales are distinct functions, alignment is crucialto success. The good news is that ABM by its very nature unites thetwo teams—as long as they agree to work together in the first place.Make this happen by engaging marketing and sales teams early inthe process to agree on joint success metrics so that they can workindependently but in unison to deliver an effective ABM programme.92%208%36%92% of highly successful ABM marketers have stronglyaligned marketing and sales teamsWhen marketing and sales are tightly aligned,marketing-generated revenue increases by 208%Marketing and sales alignment produces a 36% highercustomer retention rateLinkedIn market research, Art of Winning, A B2B Marketing Jumpstart to Account-Based MarketingStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInLinkedIn data shows that increasing engagement betweenmarketing and sales can boost sales effectiveness dramaticallySalesactivitiesMarketingactivities% 25Audiences exposed to marketing messages onLinkedIn are 25% more likely to respond to a SalesNavigator InMail from the company’s sales reps6
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInDefineyourobjectives2 When marketing and sales teams have the same goal, it’s much easier todevelop a shared vision. There are four main ABM plays that you can pursue,depending on your agreed business growth objectives.Business goal: AcquisitionIf acquisition is your priority, you’d want to land new companies by guiding newbuyers who work at companies not yet doing business with you, from initialinspiration through to purchase.Business goal: ExpansionFor business expansion, you’d want to grow relationships by fostering upsell orcross-sell opportunities with companies that currently use your product or service.This is beneficial for products with tiered offerings or complementary products.Business goal: RetentionIf you want to retain existing customers, you’d want to ensure that they have theinformation they need, when they need it. This involves delivering relevant,meaningful content to your most valuable accounts.1Demand generation2Account nurturing3Pipeline acceleration4Account penetration7
Step 1: AlignmentStep 2: Objectives1. Demand generation87%of marketers whomeasure ROI say ABMoutperforms othermarketing investmentsUse it to:Generate awareness with cold ornet-new accounts to improveoutcomes for outbound marketingMake it work:Share how-to guides, bestpractices, industry trends,research reportsLook forward to:Increased brand awareness andengagement, growth in MarketingQualified AccountsMeasure with:Growth in number of accountsshowing engagementStep 3: TargetStep 4: Identify2. Account nurturing91%of ABM marketersindicate a largerdeal sizeStep 5: ScaleStep 6: Content3. Pipeline acceleration66%of companies believeABM increasespipeline opportunitiesUse it to:Increase conversion to salespipeline by engaging keystakeholders throughout anaccountUse it to:Increase pipeline velocity and winrates by engaging a wideraudience of stakeholders duringthe sales processMake it work:Engage with webinars, customcase studies, product demosMake it work:Offer technical/analyst reports,product and service comparisonsLook forward to:Increased engagement acrossthe entire accountLook forward to:Shortened sales cycle, fasteropportunity progressionMeasure with:Lead-to-opportunity conversionrate, pipeline createdMeasure with:Win rates, opportunity-stageconversion rate, sales cycle length,revenueAccount-Based Marketing Stats Every Strategist Should Know, LinkedInStep 7: MeasureABM on LinkedIn4. Account penetration84%of marketers say ABMhelps retain and expandexisting relationshipsUse it to:Grow usage of your solutionsacross the account by tappinginto new lines of business orfolding new products into theexisting portfolioMake it work:Develop case study examples ofdifferent business units succeedingwith your solutionsLook forward to:New line of business activationleading to an incremental revenuestreamMeasure with:Growth in revenue influenced8
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetSelect and segment3 your target accountsStep 4: IdentifyStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInA good place to start when selecting your target accounts is by understanding whatdata you have because an effective ABM strategy relies on high-quality, consistentaccount and contact data.Data sourceConsiderationsFirst-party dataYour own dataBecause this data is directly provided to your company, you own andcontrol it, such as your CRM data. However, this may be incompleteor outdated, and may not provide sufficient scale to help you grow.Second-party dataA publisher’s orplatform’s dataWhile this usually refers to compliant data collected through yourbusiness partnerships, you wouldn’t have control or visibility overhow the data is collected and processed, so there may bequality assurance issues.Third-party dataData that has beenaggregated acrossmultiple sourcesData from third-party providers can help fill gaps in your CRMdata and offer insights into customer demand and buying intent.As different providers have different methods for defining intent,some tend to be more reliable than others.9
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInDevelop an Ideal Customer Profile (ICP)Now’s the time to work closely with your sales and customer supportteams. Tap on their front-line experience to understand which types ofcompanies see the greatest success with your products and solutions.First-party modelling is one way to do it.Take your most successful customers andlook for companies with similar firmographic,technographic and economic profiles onLinkedIn.This allows you to identify new companiesthat are most likely to match your ICP.Look for commonalities amongyour current customers in eachcompany to develop your ICPCompany:Company Size:Industry:Location:Function:Job Title:Seniority:Skills:Interests:(Business or Personal)10
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInSegment your accounts into tiersWith your ICP guiding the way, you will be able to identify a list ofhigh-value, high-potential accounts. As a next step, we recommendsegmenting your accounts.Doing so gives you much greater control over how to steer yourinvestments and efforts. It also allows you to prioritise the accountsthat are expected to contribute the most revenue or value to yourorganisation.ChecklistIt’s best to define the account list tiers togetherwith your sales team while considering: Relationship and connection density Intent models based on deal stage andengagementTier 1Highest-priorityaccounts Deal size and potential revenueTier 2Mid-priorityaccounts Client references within the spaceTier 3Lower-priorityaccounts11
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInLinkedIn can helpOur first-party, user-provided data is accurate and updated because members are incentivisedto keep their LinkedIn profiles fresh for their own business, networking and career opportunities.Bring your lists onto LinkedIn: Use Matched Audiences to upload your target company or contact email lists Use Audience Breakdown to find commonalities such as industry and company sizeContacttargeting Aim for a list size of at least 10,000 email addresses If an individual has more than one email address, include them all Provide the contact’s first and last name as well as company namefor more accurate matchingCompanytargeting Aim for a list size of at least 1,000 organisations Provide their LinkedIn Page URLs for more accurate matchingCustomers are responsible for legal compliance for any personal data they provide to LinkedIn (e.g. to target an ad) and should ensurethey have a legal basis and right to provide LinkedIn any personal data (including hashed email form) for advertising purposes on LinkedIn.12
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyOur marketing partners can also helpwith enhanced audience dataWhile LinkedIn is foundational to your ABM strategy, we’ve developedan ecosystem of marketing partners across audience data, campaignmanagement and measurement.Our marketing partners can provide you with intent data, for example,to target companies with a high interest in your brand.Step 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedIn“Bombora’s Company Surge data coupledwith LinkedIn Sponsored Content hasincreased our ability to reach and converta highly engaged audience that’s inmarket now for the solutions we’re selling.”James KessingerCMO, HushlyEnhance your audience data with LinkedIn’s marketing partnersHushly used Bombora Surge data on LinkedIn to maximise itslead generation efforts. Compared to LinkedIn targeting alone,it achieved:-79%Cost per clickThis is a small selection of our partners. Visit LinkedIn’s Marketing Partners site for the full list. 414%Lead-conversion rate18xOverall ROI fromclosed business13
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyIdentifythebuying4 committeeAs buying decisions become more complex, the buyingcommittee is growing too. Now, an average of 6.8 people areinvolved in one buying decision. To succeed, you need to buildrelationships with the entire committee — not just decisionmakers and influencers, but also implementers and end-users.Have you considered seniorindividual contributors?Senior individual contributors are an oftenoverlooked audience. While they may nothave any direct reports, they can have alarge say in buying decisions due to theiradvanced domain knowledge.Step 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInReach the full buying committee on LinkedIn11Mexecutives who select orrecommend new solutionsto purchase63Mdecision-makers who shapethe vendor selection processby providing feedback180Msenior-level champions whoseek solutions to be moreeffective at their jobs722Mprofessionals who use LinkedInto achieve their aspirationsThe Brand and Demand Playbook, LinkedIn14
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInLinkedIn can helpThere are three ways to identify yourbuying committee on LinkedIn:i1Segment BreakdownUpload a contact list and use ourSegment Breakdown feature to betterunderstand the demographiccomposition of your list.What traits do your contacts share, andwhere do they differ? These are usefulinsights that you can leverage to identifykey members of the buying committee.15
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: Content2iStep 7: MeasureABM on LinkedInWebsite DemographicsInstall the LinkedIn Insight Tag on yourwebsite for a deeper understanding ofyour website visitors. Filter for product,solutions or payment pages and viewwho is spending time on these pagesand what their demographic profile is.The LinkedIn Insight Tag is availablefor free.Download now16
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: Content3iStep 7: MeasureABM on LinkedInLookalike AudiencesGrow your list by leveraging ourLookalike Audiences feature to buildnew audiences who have similarattributes to your contact list and/orIdeal Customer Profile.17
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInthe right scale5 DetermineOne of the most important things that you need to know about ABM is that there is no one-size-fits-all answer. The spectrum of ABMranges from one-on-one conversations with your largest accounts, to programmatic ABM targeting hundreds of lower-valueaccounts. When deciding which scale is right for you, also remember that you can deploy different approaches for different accounttiers. Let’s consider your options:1. Strategic ABM2. Scaled ABM3. Programmatic ABMApproach: 1-to-1 marketingPersonalisation level: HighApproach: 1-to-few marketingPersonalisation level: MediumApproach: 1-to-many marketingPersonalisation level: LowRecommended for: Tier 1 accountsor when marketing extremely nichesolutionsRecommended for: Tier 2 accounts orABM marketers at mid-sized companiesRecommended for: Tier 3 accounts orwhen targeted demand generation isneededTip: When running this on LinkedIn,use company name targeting for100% matchingTip: Create micro-segments of targetaccounts with similar characteristics orbusiness challenges to delivermessaging that resonates with themTip: Cluster your accounts (e.g., by verticalindustries, horizontal functions, solutions orsales cycles) to run relevant campaigns18
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyAlignyourcontenttoyour6 audience and their mindsetOn average, each member of the buying committee gathers four tofive pieces of information, which may not always tell the same story.They’re challenged to deconflict all this information, which is why it’sso important that you consistently serve the right content to eachbuyer at each stage of the journey.On LinkedIn, our members tend to be highly engaged.Step 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInLinkedIn members have two types of tApply this 60/40 rule when building thecontent strategy for your ABM programme.They are twice as intent-driven than users ofother platforms, which means they visit LinkedInexpecting to learn and be informed.In other words, they are primed for content that is relevant to theirneeds.In Search of Balance in Marketing, Gartner19
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInStrategise your content around your audience’s challengesAudience mindsetAudience stage“I’m your target customer,but I am not yet in need ofyour product or ready toevaluate alternatives to whatwe use today.”Problem identification“I’m researching potentialsolutions, but I need to knowwhy I should trust you.”Solution exploration“I’ve decided to purchase.Demonstrate to me how youare going to solve my needs.”Audience challengeCompeting priorities &information overloadCredibility &stakeholder buy-inRequirementsContent approachBuild brand awarenessby showcasing customer stories throughengaging testimonial videos and relevantcase studies, and sharing thoughtleadership through ebooks and guidesContent weightage60%informational contentNurture consideration & engagementby hosting events, webinars and productlaunches, and share expertise throughindustry trend analyses and research40%transactional content“I’ve decided to purchase yourproduct. Help me navigate thecontract process.”SelectionAccountabilityDrive lead generationwith events, webinars, whitepaperdownloads and product guide downloads20
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyMaking your content relevantYour sales team is a treasure trove of information when itcomes to developing ABM content. Speak to them tounderstand the pain points that your target accounts shareand use these to inform your content planning.Step 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedIn1-to-1 marketingPersonalise by company nameIf you run a dedicated campaign for just one company, grabattention by calling out the company name in your creatives.On LinkedIn, tap on our Content Suggestion tool to discoverwhat content your ABM audience is most engaged with.This should spark some ideas for your own campaign.1.58%click-through rateAvoid hyper-targeting by ensuring that your target accounthas a sizeable number of employees21
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedIn1-to-few marketing1-to-many marketingPersonalise by stage and engagementPersonalise by vertical industryVMware delivered different offers based on the audience’sfunnel stage and previous engagement behaviour.Spigit set up six campaigns with original case studies, eBooksand webinars tailored to audiences by vertical.In many of its campaigns, it generated 3x higher clickthrough rates and 50% lower cost per lead, compared toindustry benchmarks.It earned 7x ROI and 0.8% engagement for specific verticals.22
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInUse the right ad formats for each buyer stageLinkedIn’s ad formats are designed to work in harmony to help you advance your objectives at each stage.Here’s one way to get started:Problem IdentificationSolution ExplorationSelectionAt this stage, focus on building your brand.Use Single Image Ads and Video Ads tobring your brand to life directly in the feed.Drive engagement with a feed inbox approach, using acombination of Sponsored Content and Message Ads.Retarget your most highly engaged audiencesand drive conversion using a Lead Gen Formin messaging or feed.23
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyOur marketing partners can alsohelp with campaign managementWhen taking an omni-channel approach, you can bring in a partner tohelp you more easily orchestrate relevant content across channels.Our partners in campaign management can help you run multivarianttests at scale and identify your best content performing across paid andsocial channels.Step 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedIn“Metadata empowered us to make informedstrategic decisions about our LinkedIncampaigns almost immediately after launch.The constant dedication of the customersuccess team to the performance ofour program really guaranteed the results weachieved.”Peter TarrantABM Manager, TipaltiManage your campaigns with LinkedIn’s marketing partnersTipalti wanted to generate predictable, qualified leads withoutrelying on standard marketing channels. Metadata enabled itsABM strategy on LinkedIn, resulting in:This is a small selection of our partners. Visit LinkedIn’s Marketing Partners site for the full list.500 1.2M 330kNet-new leadsin influenced pipelinein new pipeline24
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleMeasureandproveimpact7 Now comes the most exciting, albeit challenging, part of the ABM process:Step 6: ContentAs marketers,your aim should be tomeasure and optimisefor results that you caninfluence.For that reason,60% of marketers useengagement tomeasure success.ABM on LinkedInAudience stagePossible metricsProblem identificationUnique reachShare of voiceClickthrough rateSolution explorationAd engagementWebsite activityMarketing Ready AccountsRequirementsEngagement levelLeads or conversionsSales Ready AccountsSelectionTime to closeRevenueROIdemonstrating the business value of your efforts.Since our first step was achieving executive alignment between marketingand sales leaders, you would have already agreed on a set of joint successmetrics. This can take many different forms and should be tracked acrossthe entire ABM account journey.Step 7: Measure25
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleLinkedIn can help1Step 6: ContentStep 7: MeasureABM on LinkedInCompany Engagement Report provides a holistic viewof your target account’s engagement across yourLinkedIn marketing activities and views on your website.AEngagement levelWe take organic and paid likes, clicks, shares and comments(and paid video views), as well as website visits to give you aholistic look at engagement levels.ABCUse this to understand which accounts are showing activeinterest and are ready for sales outreach.BImpressionsThis helps you understand if your message is getting in front of thepeople you’re targeting with paid content.To improve impressions, you may want to reconsider your bid,budget or ad relevancy.COrganic and paid engagementThese two scores tell you how your ads and organic efforts arelanding with your target accounts.If ad engagement is low, rethink your targeting setup or creativestrategy.26
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetLinkedIn can helpStep 4: IdentifyStep 5: Scale2Step 6: ContentStep 7: MeasureABM on LinkedInCampaign Demographics measure the reach,engagement and conversions you’re getting based onyour target audience’s professional characteristics.Know who is engaging with your adsView by company name for an overview of how well your targetaccounts are engaging with your content, or filter results by jobtitles, industries and other traits.Use this to identify your most engaged sub-segments andoptimise your campaigns accordingly.Assess campaign performanceCampaign demographics also offer rich performance insights,including: Impressions: The number of people who saw your adClicks: Total chargeable clicks based on your campaign’sobjectiveAverage Clickthrough Rate (CTR): Percentage of chargeableclicks relative to impressions (clicks divided by impressions)Conversions: The total number of times people took a desiredaction after clicking on or seeing your adConversion rate: Percentage of conversions relative to clicks(total conversions divided by clicks)27
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyOur marketing partners can also helpwith reporting and ROIIn addition to the measurement metrics you get on LinkedIn, you may alsowant to report on metrics such as adoption, churn rate, Return on AdSpend (ROAS) and Customer Lifetime Value.Our marketing partners can help you understand the impact of your crosschannel ABM campaigns on engagement and pipeline metrics.Enhance your ROI reporting with LinkedIn’s marketing partnersStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedIn"We can easily visualise all theimportant account engagementmetrics from our Madison Logiccontent syndication, display andLinkedIn campaigns in one place.That is really, really helpful and it’ssomething that we will leverage inour reports to the business, so theycan have those insights and sharethem with the sales team."Schneider ElectricThis is a small selection of our partners. Visit LinkedIn’s Marketing Partners site for the full list.28
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInABM on LinkedInHow Adobe achieved alignmentand ABM success on LinkedInChallengesAdobe faced a scenario that should be familiar to many matrixed organisations withmultiple marketing and sales teams: siloed strategies resulting in inefficiencies.“In order to reduce waste, we turned to LinkedIn to help us connect relationshipbased sales activity with our broader marketing efforts,” says Matt Rozen, Director ofEnterprise Editorial and Social Media.SolutionA focused and cohesive account-based marketing framework on LinkedIn enabled theteam to harness the power of LinkedIn’s robust member data and advertising tools.Targeting top decision-makers and influencers enabled Adobe to reach the entirebuying committee with precision.Results%161Larger deal sizes forLinkedIn-influenced deals,compared to baseline%42of closed-won deals in 2018were influenced bymarketing campaignsGet the full story29
Step 1: AlignmentStep 2: ObjectivesStep 3: TargetStep 4: IdentifyStep 5: ScaleStep 6: ContentStep 7: MeasureABM on LinkedInABM on LinkedInResultsGenesys uses ABM to break into new marketsand cut through noise with LinkedIn Created a foundation of data and insights by tapping into the power of LinkedInMarketing Solutions alongside Sales Navigator. Refined and optimised their process by leveraging key buyer signals fromLinkedIn. With these insights, Genesys could make better decisions on how to reachprospects throughout a highly targeted customer journey, using a range of creativemethods. Involved LinkedIn’s marketing partner, Terminus, for campaign management, andadopted a successful framework for identifying and engaging accounts in a unified,strategic way for each stage of the buying journey.%64of closed revenue in 2019was influenced by LinkedInSales Navigator%-30drop in Cost Per LeadGet the full story30
Let LinkedIn be the foundation of your ABM ctivesProfessionalsMarketing partnersin audience dataIdentifythe buyingcommitteeSelect &segmenttargetaccountsProprietary data and targetingCompanies465Determinethe rightscaleRich media suite of organic and paid ntsLinkedIn LiveLinkedInPagesMarketing partnersin campaignmanagementAlign yourcontent toyouraudience7Measure& proveimpactReporting & analyticsCompanyCampaignMarketing partnersEngagement Demographics in reporting & ROIReport
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marketing-generated revenue increases by 208% 36% Marketing and sales alignment produces a 36% higher customer retention rate LinkedIn market research, Art of Winning, A B2B Marketing Jumpstart to Account-Based Marketing Marketing activities Sales activities While marketing and sales are distinct
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