March 2023
Intermediate to advanced
232 pages
7h 29m
English
Content preview from Transforming the B2B Buyer Journey
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INDEX
3M (company) 138
A/B testing 58, 115–117, 125, 147, 155
abilities/skills management 68–69, 124, 169, 190–195
ABM Reach 95
ABM Services 95
accelerated leads/activity (ABM) 97
Account Based Growth (Burgess) 80–81
account teams/management
Active Buyer phases 68–69, 140–141
trust 95
accountability 93
account-based marketing (ABM) 20
brand and clients 141
brand health 142
client insight on campaigns 117
deciding where to invest 111–113
marketer’s role 20
brand architecture 132
brand and buyer journey 140–141
buyer needs
increasing insight and value 120
information ...
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