The ABM In Action issue discusses strategies for scaling hyper-personalized account-based marketing (ABM) in the cybersecurity space, with insights from FireEye's Marlowe Fenne, who used deep research and tailored content to engage high-level executives at key accounts. FireEye’s ABM initiative, launched with Folloze and intent data platforms, has significantly increased pipeline impact and executive engagement. The issue also features advice from Gartner analysts on implementing ABM programs effectively, focusing on collaboration, targeted account selection, and personalized multi-channel engagement to drive better alignment between marketing and sales teams.

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