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Call to B2B marketers: Job titles matter more than you think
While ABM can help you target the key decision-makers in your accounts, job titles aren’t always what they seem. Columnist Sonjoy Ganguly explains how to factor hierarchy into your ABM strategy.
Account-Based Marketing (ABM) is a powerful way to target decision-makers inside your target accounts. However, your ability to reach the right people depends on your data quality and the tools set to achieve your goals.
But there’s still a wrinkle when it comes to understanding data as it relates to roles inside the account. You see, job titles aren’t always what they seem. That nuance alone can throw off your ABM strategy and approach.
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