A Tactical Guide to Data-Driven ABM Account Selection Start Smart: Boost your chances of ABM success with a data-driven approach to account selection. 2 ABM allows sales and marketing teams to be more personalized and targeted for the accounts that matter most to their business. Introduction Everyone’s talking about account-based marketing (ABM)—and most sales and marketing teams think they have the silver bullet to running a successful program. But too many companies are failing in the first step—account selection—which can greatly impact how the rest of an ABM strategy unfolds. In fact, 28 percent of practitioners struggle to identify or predict accounts that are in-market and ready to purchase, according to Demand Gen Report. On top of that, research shows data quality iss

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