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7 real-life ABM failures and how to avoid them

Bev Burgess reveals some of the worst real-life ABM failures, and how to avoid the same ghastly experience happening to you. Molly Raycraft reports from B2B Marketing’s ABM Conference in November, where Bev presented. 

It’s been 16 years since Bev Burgess — one of the early pioneers of account-based marketing  — began working in the field. Since then, she’s seen many successful programmes, but she’s also seen what she describes as “real howlers”.

At The B2B Marketing Conference, she divulged industry disasters plus advice on how to prevent others from falling into the same traps.