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Account Based Marketing

What is Account Based Marketing

Definition

Account-based marketing, also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.
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"Account-based marketing is thinking of the account as a market of one. It’s about being laser-focused on their needs and deploying the most effective marketing tactics available to nurture value-added, pervasive conversations with key stakeholders." - Nick Panayi, Head of Digital Marketing and Global Brand, CSC

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