Should You Invest in Classic 1-to-1 ABM if Broad, Programmatic ABM is Working?
Many companies are jumping on the bandwagon and scaling their B2B marketing efforts with broad, programmatic ABM. So, what's the value in classic 1-to-1? Brandon Redlinger of Engagio asked that very question to Rob Leavitt, Senior Vice President at ITSMA. Rob explains how the value you receive from your classic ABM efforts can be favorably disproportionate to the time and resources you spend. If you want to do classic 1-to-1 the right way, Rob also offers the most important piece of advice to get you started.