HOW IT WORKED: For this bold new marketing initiative, onboarding a sceptical sales team was the obvious and essential rst step. Sales are the front line of any ABM programme, and the inevitable siloed working relationships between marketing and sales were as much in evidence here as in any large organisation. So communication channels were opened, workshops organised, presentations made, and LinkedIn proles and messaging optimised until sales were fully informed, included at every step, and completely onside. The Content Content would be pivotal to engagement on this campaign, so simultaneously with onboarding the team, deep and detailed research was conducted into the topics and issues that would resonate most with the target aud

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