Gartner Research

Tech Go-to-Market: New Approaches to Account-Based Marketing Offer Tremendous Potential for TSPs

Published: 26 May 2016

ID: G00293542

Analyst(s): Todd Berkowitz , Julian Poulter

Summary

Account-based marketing can be both beneficial and confusing. TSP marketers should understand the different approaches to ABM. They also need to work closely with sales and select the right approach based on their maturity, resources, markets and sales complexity.

Table Of Contents

Introduction

Analysis

  • Understanding the Various ABM Approaches
  • Selecting the Right Accounts
    • Key/Named Account Options
    • Hybrid and Segment-Based Options
  • Run an ABM Pilot Before Committing to an ABM Program
    • Understand the Resource Requirements Before Finalizing Accounts
    • Create the Action Plan for Each Account or Segment
  • Summary

Case Study

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