The Road to ABM: Small Steps Not Leaps
A 20-year marketing veteran who has built inbound marketing programs at scale, explains why he recommends that companies dip their toe into account-based marketing (ABM) before jumping right into the deep end.
Author: Larry Stein
Larry Stein is Principal Consultant at Technology Marketing Strategies, a consultancy that creates comprehensive demand generation strategy and programs for technology companies that encompass people, programs and systems delivering against business plan requirements. Before founding Technology Marketing Strategies, Larry held senior marketing roles at technology companies including Alteryx, Pertino and Dell. Follow Larry on Twitter @TechMktgStrat.