{"id":1080,"date":"2025-06-27T11:00:00","date_gmt":"2025-06-27T11:00:00","guid":{"rendered":"http:\/\/buywyo.com\/?p=1080"},"modified":"2025-06-30T11:24:18","modified_gmt":"2025-06-30T11:24:18","slug":"8-steps-to-build-your-account-based-marketing-strategy-recommended-tools","status":"publish","type":"post","link":"http:\/\/buywyo.com\/index.php\/2025\/06\/27\/8-steps-to-build-your-account-based-marketing-strategy-recommended-tools\/","title":{"rendered":"8 steps to build your account-based marketing strategy [+ recommended tools]"},"content":{"rendered":"
In the world of account-based marketing, you start the sales process by selling directly to your best-fit, highest-value accounts.<\/p>\n<\/p>\n
That means wasted time trying to market to unqualified leads who aren\u2019t the right fit for your business. You can move straight into the phases of engaging and delighting your target accounts. Talk about efficiency, right?<\/p>\n
Account-based marketing allows you to weed out less valuable companies early on and makes sure that Marketing and Sales are in complete alignment. In return, your team can leap into the critical processes of engaging and delighting target accounts much faster.<\/p>\n I recently sat down with Tim Davidson<\/a> and Dylan Wingrove<\/a>, account-based marketers, to discuss everything relating to this strategy. Here\u2019s everything you need to know about account-based marketing.<\/p>\n Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n When I asked Dylan Wingrove<\/a>, Associate Director of Demand Generation at Pacvue<\/a>, for his personal definition, he told me, \u201c[ABM] is going after a set of defined strategic accounts that are large revenue opportunities for the business.\u201d<\/p>\n In other words, ABM helps your business work and communicate with high-value accounts as if they\u2019re individual markets.<\/p>\n Like traditional marketing, you\u2019ll spend quite a bit of time personalizing your messaging to be as specific as possible. This means really leaning into individual pain points to directly speak to your leads\u2019 needs.<\/p>\n For this post, I asked Davidson and Wingrove about the benefits of account-based marketing and how to create an ABM strategy. But first, I think it’s important that we spend a minute reviewing its relationship with another important strategy: inbound marketing.<\/p>\n <\/a> <\/p>\n Batman and Robin. LeBron and D-Wade. Peanut butter and jelly. Arguably, some of the strongest partnerships ever to exist. These dynamic duos are forces to be reckoned with.<\/p>\n Similarly, when paired, account-based marketing and inbound marketing<\/a> have the power to make waves (the good ones) for your business.<\/p>\n You might be wondering, \u201cHow exactly does this partnership work?\u201d<\/p>\n Well, we just reviewed the definition of account-based marketing \u2014 as you learned, ABM is a highly targeted strategy.<\/p>\n Meanwhile, inbound marketing<\/a> is more foundational \u2014 this methodology and growth strategy<\/a> allows you to attract customers through the creation of valuable content, SEO, and a delightful customer experience.<\/p>\n Rather than interrupting your target audience and customers (as you would with outbound marketing), inbound marketing allows you to give your audience the information they want when they want it.<\/p>\n Inbound lays the foundation for a strong ABM strategy by allowing for highly targeted and efficient resource allocation of high-value accounts.<\/p>\n You\u2019re probably wondering, \u201cDo I need both inbound marketing and outbound marketing?\u201d<\/p>\n I hear you. So, I asked Wingrove what he thought. He told me he would not recommend launching an ABM strategy as a standalone tactic. Instead, it works better in partnership with other marketing strategies.<\/p>\n Here are a few reasons to employ both ABM and inbound marketing strategies at your company:<\/p>\n TL;DR: <\/strong>Combine ABM and inbound marketing to grow better<\/a>.<\/p>\n <\/a> <\/p>\n As I learned by chatting with Davidson and Wingrove, there are many benefits associated with account-based marketing. I\u2019ve made a list of the most important benefits based on what the experts told me.<\/p>\n Davidson and Wingrove both made it very clear that account-based marketing aligns the sales and marketing team in a way that might not be possible otherwise.<\/p>\n Wingrove said it reduces the friction between teams, too. He said, \u201cThere\u2018s no fighting over inbound versus outbound. And everyone\u2019s kind of working off of the same set of strategic accounts that we’re going after.\u201d<\/p>\n I think we can all agree that cross-team collaboration and improved communication across any organization are beneficial to growth.<\/p>\n In account-based marketing, this transparency and alignment will confirm that your marketing and sales teams:<\/p>\n This alignment helps make sure all communications, interactions, and content are consistent for the accounts you work with.<\/p>\n Meaning, no matter how long an account works with your company, your team members can pick up where others left off at any point without question \u2014 this creates a seamless and delightful customer experience.<\/p>\n \ud83e\udde1 The easiest way to support internal account-based marketing alignment is with the help of software, like <\/em>HubSpot<\/em><\/a>, which makes connecting your marketing and sales teams exceptionally easy.<\/em><\/p>\n Account-based marketing requires you to personalize everything for each account you invest your resources in. You\u2019ll create magic with:<\/p>\n For Davidson, that means using all the tools available from personalized ads to dynamic landing pages. Through this personalization and customization, your relevance among these accounts is maximized.<\/p>\n That\u2019s because your content and interactions are tailored in a way that shows them how your specific products, services, and other offerings are what they need <\/em>to solve their challenges.<\/p>\n ABM allows you to angle your business in a way that makes it the most relevant and ideal choice for your target accounts. Or, as Wingrove told me, it keeps your business top-of-mind. So, when a prospect looks for a solution, you\u2019re there.<\/p>\n For your ABM strategy to be remarkable, I cannot stress this enough: you must create a long-term sense of delight among your accounts. Each account should feel as though they\u2019re your business\u2019s market of one.<\/em><\/p>\n Tackle this by offering consistent and unique<\/em> customer experiences.<\/p>\n Wingrove told me this approach has been integral to closing sales. He said custom offers give prospects a reason to take meetings or engage in conversation. But it takes an all-hands-on-deck approach. \u201cSales and marketing need to work really closely together to figure out what is important to that customer to offer them,\u201d he said.<\/p>\n You\u2019ll need to confirm that all team members know where an account is in the buyer’s journey \u2014 then, deliver personalized and prompt communication, campaigns, product information, and pricing details.<\/p>\n With account-based marketing<\/a>, you can easily measure return on investment (ROI) for each account you invest your resources and time in.<\/p>\n This is beneficial because you can confirm whether certain accounts you invested in were ideal for your business.<\/p>\n Then, you can nurture and delight those accounts long-term to keep them, as well as recognize and target similar accounts in the future. If your ROI proves the ABM tactics you used worked, use that data to propel your strategy forward.<\/p>\n Depending on your business, industry, and resources, the sales cycle typically looks something like this:<\/p>\n 1) Prospect \u2192 2) Connect \u2192 3) Research \u2192 4) Present \u2192 5) Close \u2192 6) Delight<\/strong><\/p>\n With account-based marketing, this cycle is streamlined \u2014 by focusing your efforts on specific high-value target accounts, you save time and resources.<\/p>\n This means you’ll have more time to focus on the stages of the cycle that positively impact your bottom line:<\/p>\n 1) Identify Target Accounts \u2192 2) Present to Target Accounts \u2192 3) Close Target Accounts \u2192 4) Delight Accounts<\/strong><\/p>\n ABM streamlines your sales cycle by helping you stay efficient.<\/p>\n Rather than experimenting with different tactics to prospect and qualify a large pool of leads, ABM confirms the accounts you target are the right ones for your business and vice versa.<\/p>\n The sales cycle is also streamlined by your marketing and sales alignment, as well as the consistent and personalized customer experiences you offer. And, according to Wingrove, it can also shorten your sales cycle.<\/p>\n I don\u2019t know about you, but that a shorter cycle is a definite win.<\/p>\n I think the phrase \u201cquality over quantity\u201d safely applies to account-based marketing. The process requires you to invest significant time and resources in engaging and delighting a group of carefully chosen, high-value accounts.<\/p>\n This is instead of trying to close deals with less-qualified leads who may not be the best fit for your company in the long run.<\/p>\n By taking the time to build these trusting relationships with accounts, you\u2019ll expand business by keeping those valuable customers longer.<\/p>\n Considering it costs more to obtain customers than to retain them, this will positively impact your bottom line.<\/p>\n Additionally, as a result of personalized, thoughtful, and consistent customer experiences, accounts will become loyal to your business over time \u2014 and loyal customers become your best marketers, promoters, and brand advocates.<\/p>\n In other words, your accounts will help you expand your business among their <\/em>networks (for example, partners or customers) through:<\/p>\n To get started, let\u2019s cover the framework for account-based marketing.<\/p>\n <\/a> <\/p>\n ABM works differently from a traditional sales funnel. Though ABM can be put in place across different industries and types of businesses, a general framework needs to be followed to guarantee its effectiveness.<\/p>\n Here are the key parts of an account-based marketing framework.<\/p>\n Aligning your sales and marketing team is critical for the success of your ABM strategies. When I talked with Davidson and Wingrove, both stressed that in a comprehensive approach to ABM, marketing and sales must be on the same page.<\/p>\n Davidson said, \u201cIdeally, everything you\u2019re doing from the sales and marketing sides, you\u2019re doing together.\u201d<\/p>\n When trying ABM, sales and marketing organizations will need to agree on:<\/p>\n How does your company decide what a high-value account is? This is something you\u2019ll need to sit down and discuss during a planning meeting with both sales and marketing.<\/p>\n Creating an ideal customer profile for the accounts your company wants to target is key to answering this question and creating an ABM framework.<\/p>\n As you figure out what qualifies a potential account, consider these factors:<\/p>\n Once marketing and sales are aligned on approach and which accounts to target, it\u2019s time to map out a go-to-market plan.<\/p>\n Understand exactly how a new customer would move through the sales process using an ABM approach.<\/p>\n While preparing to go to market, you may find areas of friction that need to be addressed or areas of poor communication that can be strengthened.<\/p>\n Because a personalized experience is so important in account-based marketing, your team will want to be on the lookout for extra ways to add value and deliver a premium experience to these accounts.<\/p>\n Source<\/em><\/a><\/p>\n <\/a> <\/p>\n You’ll need a sound strategy to get the most out of an account-based marketing approach. I think it\u2019s important to mention that you don\u2019t need to go full force with your ABM strategy from the start.<\/p>\n Wingrove suggested that a small, slower pace might be best for getting your ABM program off the ground. Consider following these steps to create an effective account-based marketing strategy.<\/p>\n To unify your account-based marketing team, use a strategic account planning template<\/a>. I like this free template because it will help you outline your initiatives for each unique account, such as the following sections:<\/p>\n Download the Free Account-Based Marketing Plan Template<\/a><\/p>\n One of the most important account-based marketing tactics is pretty straightforward \u2014 getting alignment.<\/p>\n Instead, it means getting all <\/em>internal stakeholders on board with your account-based marketing strategy.<\/p>\n Wingrove and Davidson both mentioned that if your stakeholders, like your executives, are accustomed to seeing large numbers of leads on various reports, a more tailored list might be shocking.<\/p>\n Davidson explains it like this: \u201cOften what happens is if you go the ABM route and you\u2018re doing maybe the demand generation route before that, you\u2019re getting in front of fewer accounts, less number of people. So, your leads and your volume are going to go down. If you don\u2018t have those conversations with your executive team, your numbers will look bad to start. And that\u2019s going to be a bad conversation.\u201d<\/p>\n Having these conversations beforehand will make it easier for your business to create consistent experiences for accounts. It will also ensure your strategy is as efficient and streamlined as possible.<\/p>\n And it removes any potential disappointments and surprises.<\/p>\n I know I\u2019ve mentioned this many times already, but marketing-sales alignment is crucial. To create a custom buying experience, a customer must have a seamless transition from becoming a lead through the final sale.<\/p>\n For example, your VPs of Marketing and Sales should secure organizational alignment. This will help spread awareness for:<\/p>\n Both teams must commit to clear communication and find a middle ground. This will help you make sure that the marketing team is acquiring qualified leads for the sales team.<\/p>\n Besides marketing and sales, don\u2019t forget to choose other internal key players \u2014 such as customer success reps \u2014 who should be aware of and aligned with your ABM strategy.<\/p>\n If you\u2019re just starting with ABM, Wingrove and Davidson both told me the best way to do it is to create a small task force with one marketer and one salesperson. They can work together to find potential issues and generate ideas before focusing on executing your ABM strategy.<\/p>\n As your efforts scale, this marketer could support more salespeople. On average, one marketer can typically stay aligned with up to 10 salespeople, and each salesperson can manage up to 10 accounts.<\/p>\n A minimum of one marketer and one sales rep should be completely dedicated to the accounts you work with at all times.<\/p>\n These people will create and publish content for accounts. They’ll also work to manage and close business deals with each account\u2019s buying committee.<\/p>\n Once you\u2018ve selected your team and aligned on the approach, it\u2019s time for your company to target the correct accounts and personas.<\/p>\n I asked Davidson how he does this. He said he starts by looking at the data in his CRM or another data provider. Then, you\u2019ll better understand which accounts to target and can create customer personas…<\/p>\n When creating customer personas for an account-based marketing approach, marketers should consider:<\/p>\n Next, review your findings and pick your ideal set of high-value target accounts to invest your time and resources in.<\/p>\n There are countless ways to choose key accounts. Here are some recommendations on how to get started:<\/p>\n According to HubSpot Academy professor Kyle Jepson,<\/a> \u201cIf your marketer is targeting one list of companies, and your salespeople are working a different list, you\u2019re going to end up with an account-based mess.\u201d<\/p>\n Check out this post to learn more about choosing the right AMB accounts<\/a>.<\/p>\n After deciding which accounts to target, it\u2019s time to build account plans. In this step, your marketing and sales teams will work together to map out:<\/p>\n Account-based marketing is a team effort.<\/p>\n Each account plan should be able to answer two important questions:<\/p>\n So, make sure marketing and sales ask the following questions while they work on account plans:<\/p>\n Note<\/strong>: Store your account plans as pinned notes in your HubSpot CRM<\/a>, Google Docs, Asana Boards<\/a>, pinned messages in Slack<\/a>, and more to allow for easy access and collaboration.<\/p>\n Here are a few other tips and best practices you can use to make your ABM plans successful:<\/p>\n Next, you\u2019ll want to attract the buying committee members and stakeholders of your target accounts.<\/p>\n You can attract contacts from your high-quality target accounts in a few ways. I feel it\u2019s important to mention two key tactics now (but don\u2019t worry, I\u2019ll cover a few more later): leaning into your employees and using your resources.<\/p>\n Depending on how long you\u2019ve been in business and any previous ABM work you\u2019ve done, you may or may not already have contacts for specific accounts.<\/p>\n If you don\u2019t have contact, look to your team. Wingrove mentioned that your team members likely have an in, whether from professional connections on LinkedIn or former colleagues at new companies.<\/p>\n Wingrove said that when his company can increase the number of contacts, they close 20% more sales. So, don\u2019t sleep on your team members\u2019 networks!<\/p>\n Ideally, using the Inbound methodology<\/a> will help you attract contacts associated with your target accounts by ensuring your company is visible and represented in these spaces.<\/p>\n The key to successfully attracting high-quality accounts is to personalize content to those accounts. This will help you elevate brand awareness and maximize relevance among audience members.<\/p>\n Trying to get your company\u2018s visibility through all available avenues can be tempting. But you\u2019ll get the best results through the most relevant channels to your target accounts and contacts.<\/p>\n Here are some GDPR-compliant recommendations for attracting high-quality accounts:<\/p>\n Once you\u2019ve attracted high-value accounts, it\u2019s time to forge strong relationships with their buying committees.<\/p>\n This is something your team will likely work on over an extended period of time. Keep in mind that it often takes months and even years to develop these bonds. Even though it takes time, it\u2019s effective.<\/p>\n Wingrove told me, \u201cWe\u2019ve found it effective to get our offer in front of the right people by using our exec team and exec sponsors on these large accounts.\u201d To do that, he, again, turns to his team and asks, \u201cDoes someone have a connection or know someone through a board seat or something?\u201d<\/p>\n Forging strong relationships with the account\u2019s buying committee requires you to be a little creative. Your primary goal is to delight your accounts, and you can never stop the process of delight.<\/p>\n Here are some thoughts on how you can forge strong, long-lasting relationships with an account\u2019s buying committee.<\/p>\n HubSpot’s ABM Software Target Accounts Home and Account Overview<\/a> features will help you forge strong relationships.<\/p>\n Tools like Enlyft<\/a> give you insight into details such as recent funding dates and the technologies prospects are using to help you better understand and solve the problems your prospects face.<\/p>\n Though this stage is typically led by sales, marketing should be ready to support. Be sure to develop valuable materials to reinforce messaging.<\/p>\n Learn how to showcase your company’s success using compelling case studies with a <\/em>free case study creation kit<\/em><\/a>.<\/em><\/p>\n Once you’ve put your account-based marketing strategy in place, it\u2019s crucial to track the success of your tactics.<\/p>\n Here\u2019s my best tip:<\/strong> Continuously review and analyze your ABM results to find any gaps or tactics that you want to update. This will allow you to make your strategy more effective for your business, marketing and sales teams, and accounts.<\/p>\n To measure the health of an ABM strategy, marketing and sales teams can use the following metrics:<\/p>\n For support with your analysis, <\/em>enlist the help of HubSpot’s library of 12+ ABM reports<\/em><\/a> and pre-built ABM reporting dashboard to gain valuable insight into how to modify your ABM strategy for greater success.<\/em><\/p>\n Refining your ABM strategy makes it easy for your marketing and sales teams to attract and retain high-value customers. You can also automate your ABM strategy<\/a> to scale your winning results.<\/p>\n <\/a> <\/p>\n ABM tactics are the building blocks of your strategy. As I\u2019ve previously mentioned, customization is key. So, review the following tactics and decide which approaches will work best for each of your target accounts.<\/p>\n Top-of-funnel marketing strategies are broad and brand-focused. However, account-based marketing needs to offer a specific value proposition to each account.<\/p>\n This doesn\u2019t mean you can\u2019t create top-of-funnel content. Wingrove told me his team focuses on the whole funnel, but especially the top, as it helps keep their company at the top of mind when target accounts begin looking for solutions.<\/p>\n The trick:<\/strong> Craft a compelling value proposition that addresses each target account’s unique challenges and goals.<\/p>\n This message should clearly articulate the value your product or service brings to the organization and its impact on their specific pain points.<\/p>\n To create each value proposition, make sure you understand:<\/p>\n Be sure to highlight how your product or service addresses those specific challenges. This can help you avoid generic messaging while staying consistent with your brand.<\/p>\n Try these value proposition templates<\/a> to create useful and targeted value propositions for each of your target ABM accounts.<\/p>\n Download the Free Value Proposition Templates<\/a><\/p>\n Once you know the key stakeholders within each target account, map their roles, responsibilities, and influence.<\/p>\n This deep dive into your stakeholders can help you develop relevant communication strategies. This level of personalization can help you engage and build relationships with these decision-makers.<\/p>\n If you’re not sure how to figure out all stakeholders or map specific roles, start with communication tracking. Keeping track of every interaction can help you better understand stakeholder relationships.<\/p>\n Lead management<\/a> and email tracking software<\/a> can make it easier to connect these conversations.<\/p>\n Connect with accounts online with customized website experiences.<\/p>\n For example, you can use a free landing page builder<\/a> to create landing pages for each target account. Personalize landing pages for each account, adding relevant content, like case studies, and calls-to-action that engage decision-makers.<\/p>\n Or, if you don\u2019t want to create individual landing pages, consider using dynamic landing pages. Dynamic landing pages automatically personalize content based on who is looking at it.<\/p>\n Wingrove and Davidson told me these kinds of landing pages are the secret weapon for creating a message that sticks.<\/p>\n To create quality landing pages, it\u2018s important to collect accurate data. That said, make sure the content isn\u2019t so personal that it feels overwhelming. These tips on website personalization<\/a> can help you find the right balance.<\/p>\n One thing Davidson mentioned to me is the power of LinkedIn and social selling. Encourage your sales team to use social media platforms to engage and build relationships with target accounts.<\/p>\n Linked and similar platforms simplify sharing personalized content, adding to relevant discussions, and networking with key stakeholders.<\/p>\n Attention to detail is essential with this B2B account-based marketing tactic. First, you need to choose platforms where your target accounts are active and engaged. Next, you want outreach to feel authentic.<\/p>\n Pro tip: <\/strong>If you have a hard time reaching out on social media, these discovery call questions<\/a> are great inspiration.<\/p>\n Download Sales Call Templates for Outreach<\/a><\/p>\n Advertising platforms can help you deliver personalized ads to key individuals in your target accounts. This can help increase brand awareness and engagement while staying top of mind.<\/p>\n For this tactic to be effective, be sure to tailor ad messaging to specific pain points and goals. In fact, Davidson suggested creating one-to-one ads.<\/p>\n One-to-one ads are paid advertisements that speak directly to a target, often calling them out by name. The trick here is that you need to be as specific as possible in your messaging, or you risk missing the mark entirely.<\/p>\n This guide to ABM advertising<\/a> can help you refine your tactics, too.<\/p>\n Retargeting<\/a> is useful for converting stakeholders who have already shown interest in your offer. Retargeting can help you optimize your ads with relevant content across channels.<\/p>\n This can help you further target account decision-makers to take desired actions, such as visiting a website again or downloading a resource. It also reinforces your value proposition and maintains brand visibility.<\/p>\n Host targeted events, webinars, or roundtable discussions just for your key accounts. Davidson is a fan of hosting small dinners for a more personal approach.<\/p>\n You can customize the content, agenda, and attendee list to address each account’s specific pain points and objectives.<\/p>\n For this tactic to be effective, your events need to add value. Offer:<\/p>\n Post-event, be sure to follow up and continue relationship building.<\/p>\n Targeted content is more than phone calls, personalized emails, and social media interactions.<\/p>\n Create an outreach cadence that combines multiple touchpoints and channels. Maintain a consistent presence to nurture relationships and keep your brand top-of-mind.<\/p>\n Create high-quality targeted content assets that speak directly to each account\u2019s pain points, industry trends, and desired outcomes. Consider content like:<\/p>\n Then, ensure that the right content reaches the stakeholders in your target accounts.<\/p>\n You\u2019ll also better target your entire audience when you do this effectively. Wingrove said, \u201cAs a result of creating this custom content for ABM accounts, we could just templatize this and produce more content for that space. So, it\u2018s a dual strategy if we\u2019re going after ABM, but it’s also serving our wider target audience.\u201d<\/p>\n<\/a><\/p>\n
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Account-Based Marketing and Inbound Marketing<\/strong><\/h2>\n
Do you need both inbound marketing and account-based marketing?<\/h3>\n
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1. Keeps marketing and sales aligned.<\/strong><\/h3>\n
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2. Maximizes your business\u2019s relevance among high-value accounts.<\/strong><\/h3>\n
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3. Delivers consistent customer experiences.<\/strong><\/h3>\n
4. Measure your return on investment.<\/strong><\/h3>\n
5. Streamlines the sales cycle.<\/strong><\/h3>\n
6. Expands your business through account relationships.<\/strong><\/h3>\n
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Account-Based Marketing Framework<\/strong><\/h2>\n
Marketing-Sales Alignment<\/strong><\/h3>\n
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Account Qualification<\/strong><\/h3>\n
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Go-to-Market Approach<\/strong><\/h3>\n
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Account-Based Marketing Strategy<\/strong><\/h2>\n
1. Use a strategic account planning template.<\/strong><\/h3>\n
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<\/a><\/p>\n
2. Secure organizational ABM alignment.<\/strong><\/h3>\n
Executive Alignment<\/h4>\n
Marketing and Sales Alignment<\/h4>\n
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3. Build your ABM team.<\/strong><\/h3>\n
4. Research and pick your ideal set of target accounts.<\/strong><\/h3>\n
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5. Finalize account plans.<\/strong><\/h3>\n
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6. Attract contacts associated with high-quality target accounts.<\/strong><\/h3>\n
Employee Networks<\/h4>\n
Inbound Marketing and Personalization<\/h4>\n
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7. Forge strong relationships with the account\u2019s buying committee.<\/strong><\/h3>\n
Use executive connections.<\/h4>\n
Get creative to forge strong relationships.<\/h4>\n
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Use tools.<\/h4>\n
8. Measure and analyze your ABM results (and iterate as needed).<\/strong><\/h3>\n
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Account-Based Marketing Tactics<\/strong><\/h2>\n
Tailored Value Proposition<\/strong><\/h3>\n
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<\/a><\/p>\n
Stakeholder Mapping and Engagement<\/strong><\/h3>\n
Web Personalization<\/strong><\/h3>\n
Account-Based Social Selling<\/strong><\/h3>\n
<\/a><\/p>\n
Paid Advertising<\/strong><\/h3>\n
Retargeting<\/strong><\/h3>\n
Events and Experiences<\/strong><\/h3>\n
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Targeted Content<\/strong><\/h3>\n
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