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B2B sales can be extremely complex as most solution providers have large portfolios with hundreds of marketing messages and value statements. This can lead to confusion at the point of sale. Often a sales rep is unable to articulate the best solution, while the prospect doesn't see how the solution will fit or recognize the unique differentiation of the provider. Account-based marketing works by providing targeted content relative to an individual account's business issues. Sales, marketing and solution experts team-up internally to develop separate marketing plans for key accounts.
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