Scaling Global ABM: Airwallex's Data-Driven Strategy

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This presentation explores overcoming common challenges in Account-Based Marketing (ABM) such as fragmented systems and limited revenue visibility. It outlines a strategic approach that includes a closed-loop account data model, distinct conversion paths, and a focus on account-level metrics. The importance of system integration for capturing account-based signals and leveraging platforms like LinkedIn for activation is emphasized. Additionally, the presentation covers path-specific...