We can’t express how honored we were to be named one of Forbes’ five essential tools to help CMO’s achieve successful ABM.
The article not only takes the time to point out some of the downfalls of old school lead gen—a less targeted approach, failing to reach all the decision makers, etc.—it also highlights what it takes for a great ABM campaign.
Doing ABM and doing ABM well are two different things. Nike does marketing, but so does the guy in the hoagie suit dancing on the corner. Are they created equally? We don’t think so.
So what does it take to run a great ABM campaign? According to Forbes, it ranges from pristine data, to getting the perfect list, to including a direct mail component.
We couldn’t agree more.