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The ABM Playbook with Rachel Lefler, Demand Gen at Atlassian | Ep. 452
Rachel Lefler, Demand Gen at Atlassian, has spent years deep in ABM and campaign strategy, and her hill to die on is simple: stop taking sales target accounts and dumping them into ad campaigns. Recorded live at Breakthrough in Las Vegas, she makes the case for campaigns that change based on real-time signals.
And, Rachel breaks down how she builds dynamic account lists by combining keyword searches, third-party research, and website activity, plus the three things every account needs before it reaches a rep: a clear picture of the buying committee, real contact info, and real activity from…
The skinny
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