Despite the ABM importance for enterprise marketers, in recent years, large organisations that sell into small- and medium-sized enterprises (SMEs) have largely been left out of the conversation.
Third-party intent data gives you some insights into prospects’ interests, but it only gives you a partial view — not the complete picture.
Personalised marketing is all about understanding the specific customer journey and this is exactly what B2B buyers now expect.
ABM has become the dominant GTM strategy for enterprise marketers. But what about marketers targeting SMEs?
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