Special Guests: Diane Grefer, Campaign Marketing Manager for IBM and Eric Newell, Vice President of Account Based Marketing and Demand Generation at MeritDirect

In this interview:

• How they constructed an ABM program from start to finish
• Communication and strategy used to reach their goals
• The choice to include direct mail in the process
• Challenges encountered and lessons learned during the ABM implementation
• Best practices for implementing ABM into a sales plan
• The outcome

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