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Lay of the Brand
Welcome to the Lay of the Brand podcast, where we talk with the experts on tech marketing, creative and PR to learn what’s new, what’s working and what’s next.
Lay of the Brand
The value of account-based marketing (ABM) for the federal government with Aaron Heffron, Market Connections
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Merritt Group
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Season 1
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Episode 19
For ABM to succeed in B2G markets, you need research to back up your strategy. On this episode of Lay of the Brand, we talk with Aaron Heffron of government-focused research firm Market Connections to learn what to look for... and how to use it to build a smarter, more effective ABM program.