This shadow marketing practice is quietly helping sales teams produce results that defy belief in support of account-based marketing strategies
We all want more sales; that’s a given. But how we get more sales is not.
Many marketers have turned to account-based marketing (ABM) to identify and target the companies they’d most like to sell to, but breaking through to the accounts that can push your enterprise to new levels of scale is never easy. In fact, it’s often nearly impossible.
There is a shadow form of marketing out there that perfectly complements ABM and has been generating results most marketers would find hard to believe. I dubbed it “contact marketing” in my book How to Get a Meeting With Anyone.