By Josh Baez, Marketing Consultant for Heinz Marketing
What separates today’s most successful account-based marketing programs from those that are inconsistent and unpredictable? And more importantly, how are those organizations training and arming their sales and marketing teams to drive meaningful, scalable results with their most important accounts?
The answer lies in their ability to build, nurture, and leverage their business relationships.
Though technology has made it easier to connect with others than ever before in history, it comes with the caveat that we must also try harder to make a good first impression. Gone are the days of sifting through directories and company profiles, setting and forgetting automated sales and marketing tools, and relying solely on a social media connection to generate pipeline. In an age of automation, one needs to bring more to the table: the power of a relationship.
So the question is: how are today’s organizations developing, nurturing, and leveraging