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Inside BT’s account-based marketing programme

It’s been six years since BT began ABM and faced the common strain of sales alignment. It’s Head of Global ABM Marketing, Adrian Hardy, tells Molly Raycraft how he and sales went from cats and dogs, to a harmonious pack.

When Adrian started his ABM initiative six years ago, sales saw him as a different breed – and one that was trying to suck up their time. Driven by a desire to help sales rather than deliver results, his initial efforts fell flat. Here Adrian explains how he used personality profiling together with ABM techniques to win over his sales team and deliver 20%-30% higher conversion rate.

This feature has been written exclusively for our members. Membership is free and only takes five minutes to complete, giving you access to find out the following:

  • The type of ABM BT are doing
  • How big the BT ABM team is
  • The technology BT use
  • The challenges BT is facing
  • How the BT marketing team aligned with its sales team

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