IamCX editor’s note:
Would you throw a surprise party for someone you didn’t know? Probably not. But if you did, you’d either have to get pretty lucky for the party to go well – or take the time to ask questions and get to know the things that matter to your guest of honour. The same rule should apply to account-based marketing.
In this article, Forbes Councils Member and marketing event planner, Latane Conant, makes one thing clear: if you can organise a successful event for your friend, organising an engaging ABM campaign for your customer should be a piece of cake.