Subject: Fundamentals of B2B Account-Based Marketing

Background:

• Exploration of the paradigm shift that is happening in startups this very minute, especially within sales and marketing organizations that are using data to prove their success.
• Reasoning that marketing organizations are looking to take an account-based approach to ensure more clear alignment and highlight the value of taking a more modern, data-driven approach, and the framework of account intelligence by focusing on two key areas of account engagement and coverage.

Question:

• With many organizations looking to stand out from their competition by utilizing an account-based approach, why would now be the right time to make the switch?