Jonathan Cayton

  • Stepping Through the 4 Ps: A Guide for Successful Account-Based Marketing

    Stepping Through the 4 Ps: A Guide for Successful Account-Based Marketing

    Account-based marketing—applying deep insights to tailor precise offerings for specific accounts rather than focusing on generic demographics or industries—requires a sequence of unique, refined steps

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  • Accounts are People, Too—Applying Personas Through Account-Based Marketing

    Accounts are People, Too—Applying Personas Through Account-Based Marketing

    In this second installment of our four-part series about account-based marketing, we venture into selective accounting and developing personas by analyzing the events that shape the client’s needs.

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  • Are You Ready for Account-Based Marketing? 5 Key Ingredients

    Are You Ready for Account-Based Marketing? 5 Key Ingredients

    Account-based marketing, or ABM, involves deep insights employed to inform and tailor precise messaging for specific accounts, rather than individuals or industries. Are you practicing it?

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