Tele2 Business’s Journey with Account Based Marketing Tele2 Business embarked on Account-Based Marketing (ABM) primarily because they recognised a gap in their understanding of stakeholders within their prioritized accounts.

They were aware that numerous individuals played a role in the decision-making process, yet their interactions were limited to just a few key contacts – often no more than two to four individuals.

This discrepancy between the individuals they could reach and the actual buying committee was a significant challenge. Tele2 Business needed a more comprehensive approach to identify and engage with all influential stakeholders.