Responsive buyer experiences and relevant content across channels have always been the top criteria for mature, high-performing, omnichannel account- based orchestrations. But much of today’s conversation revolves around linear, top-down campaigns, where the target account is placed in a marketing or sales play, operating within a siloed platform throughout the buyer’s journey. The result is often antithetical to the desired buyer “experience.” Operating without the necessary data management, intent, prediction, and consistent personalization, these platforms cannot deliver high- performing orchestration simply by slapping a new name on the same old ABM technology.

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