Tag: abm
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An embarrassment of riches
Back in the 1990s, London creative agency megastars, Bartle Bogle Hegarty (BBH) had a reputation for refusing to take part in creative pitches. Instead they focused on research and strategic planning to refine the brief, allowing the agency to create more focused work. Founder John Hegarty was relaxed about this: “Those who don’t want what…
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Why account based marketing (ABM)? Why now?
Account Based Marketing (ABM) is nothing new — it has been talked about since the early nineties. So why has it become the hot topic in B2B marketing now? Account Based Marketing is the idea that you selectively target the accounts you want to talk to rather than the best practice approach today of driving as many…
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