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The app acts as a personalized communication channel during the event and captures customer interest, which is fed back into the CRM database or marketingautomationplatform of choice. As an example, think about a B2B manufacturer of insulation material for the construction industry.
Account Based Marketing (ABM) is a strategic alternative to the Approved Vendor List (AVL) that manufacturers have traditionally used. While Approved Vendor Lists (AVLs) can be valuable for some manufacturers, they often prioritize cost savings and compliance over fostering innovation and building personalized solutions.
This lack of clarity leads to wasted resources, misguided strategies, and a misalignment between marketing’s perceived value and its true impact on the bottom line. To accelerate your sales pipeline, check out these proven strategies from my blog: “Manufacturing Lead Generation: 5 Strategies to Accelerate Your Sales Pipeline.”
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