The Drum
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20th February 2022
Article: Account-based marketing is both a marathon and a sprint
Longevity is one reason many firms invest in account-based marketing (ABM) to nurture strategic accounts and – where possible – speed up pipeline velocity. Heather Barnett, head of marketing at The Marketing Practice, looks at how marketers can optimize their ABM to kickstart business sales cycles.
What do Wagner’s Ring Cycle and business-to-business sales cycles have in common? They are both loooong. So long, in the case of B2B sales cycles, that they may outlast the tenure of an average CMO.