LeadAngel’s white paper on Account-Based Marketing (ABM) outlines how this strategy evolved from one-to-one sales outreach into a structured, data-driven approach that unites marketing and sales. Key players include marketing operations, content creators, designers, sales, IT, and executives, all aligned around shared goals. ABM success depends on asking “What, Who, and How”—defining objectives, identifying accounts and contacts, and selecting the right channels, from ads to webinars. Challenges include stakeholder alignment, data access, segmentation, and monitoring, but modern automation and lead-to-account matching tools help. Effective ABM provides personalized engagement, stronger collaboration, and higher win rates.

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