INTRODUCTION
It’s an exciting time for marketers. In the era of digital transformation—where everyone and everything is connected—new channels, strategies, and technologies are empowering us to engage our buyers like never before. But these new opportunities also bring new challenges. In today’s world, our lives, and our buyers’ lives are heavily influenced by digital experiences. Consumers and businesses rely on digital communication. To maximize communication with potential buyers, brands must compete by offering a memorable, consistently relevant experience.
As a result, many marketers are turning to a customer experience-first, account-focused strategy: account- based marketing (ABM).