Why Your ABM Program Is Ignoring The Second Buyer

Enterprise buyers are rarely solo decisions. Most B2B deals involve a primary champion and a secondary evaluator who holds veto power, often in security or legal. We dissect how Salesforce navigates this dual-audience trap by creating parallel content tracks that speak to the technical skeptic without alienating the economic buyer. Using concrete examples from enterprise procurement cycles as of October 2026, we explore why most Account-Based Marketing campaigns fail when they optimize only for the loudest voice in the room.

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