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What if you could ditch the hypothetical personas and instead leverage real insights to connect with your key accounts?

If you have experience in account-based marketing, you’re probably familiar with the “persona” — the blanket identities your create for the various customers you want to target. Maybe it’s “Mary the CMO”, or “Charles the Chief Information Officer,” or “Victor the VP of Business Development”. 

What if you could ditch the hypothetical personas and instead leverage real insights to connect with your key accounts?

If you have experience in account-based marketing, you’re probably familiar with the “persona” — the blanket identities your...

Executives on the move — Playing musical chairs, CEO-style

With end-of-year looming and the unemployment rate at a 50-year low, it’s been a busy few weeks for HR departments. And as...

Executives on the move — Under Armour brings in firepower, and SeaWorld continues to struggle post-’Blackfish’

As we head into holiday shopping season (yes, it’s already that time of year), the retail sector is experiencing some...

Executives on the move — CEO shakeups at Overstock, Papa John’s and Sur La Table

As the third quarter nears its end, a handful of companies are shaking things up — big time.

Executives on the move: New leadership enters the mix as Conduent, Kraft Heinz, and Uber face serious challenges

We’re back with the next installment of our new feature, Executives on the Move. This week, we’re highlighting big changes...

Executives on the move: Big changes at Yum! Brands, MFA Oil and Lockheed Martin

It’s our job to know what’s happening in the world of business. If you’ve read one of our Executive Profiles, you understand...

How C-suite intelligence took this company's enterprise sales efforts to the next level

In 2018, a leading national telecommunications company decided to launch an account-based marketing program.

Inside Adobe's ABM Strategy: Why Melissa Watts puts people first

Melissa Watts is a senior marketing manager at Adobe, responsible for the territory from Miami to Maine and as far west as...

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