brandonsoros91
New Member
Recently, there has been a greater emphasis among B2B marketers on personalizing outreach for target accounts instead of a more generalized approach. This shift to ABM lead generation is a welcome development that will surely result in better engagement and more ROI. For those of you that are trying to implement, how do you go about account segmentation, and what parameters do your campaigns? Do you add intent data or predictive scoring to the ABM or do you keep that separate? I want to know among those that have unified sales and marketing voices toward a common account list, have you noticed a significant increase in the close rate?