October 2023
Intermediate to advanced
392 pages
9h 32m
English
Content preview from B2B Digital Marketing Strategy, 2nd Edition
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INDEX
Page numbers in italics denote information contained within a Table or Figure.
absolute marketing metrics 270–71
accepted (ready) leads 144, 164, 213, 216, 238, 265, 266–67, 268, 269, 345
account-based advertising 253
account-based lead nurturing 168
account-based marketing (ABM) 8, 20, 144, 251–53, 310, 354, 359, 361
account-based personalization 52, 59
account lists 251
account segmentation 206
account tiering 291
acquisition marketing 213, 216, 280, 300, 308
ad hoc marketing maturity model 314
ADAM framework 206
adaptive content 55
see also dynamic content
advanced-level email personalization 56
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