Benjamin Wong
Nov 18, 2016

Account-based marketing: A path to personalised customer experience

An account-based marketing approach can help B2B marketers create an engaging customer experience says Progress' Benjamin Wong.

Benjamin Wong

Digital technologies have taken the world by storm, transforming business models, industries and different organisational functions, including the marketing field. Gone are the days of “spray and pray” where practitioners blindly blast their marketing communication to everyone and pray that someone would purchase their product.

Flyers, advertising placements and cold calling are now considered traditional. Nowadays, customised messaging and an engaging experience for customers through websites and apps is the name of the game.

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