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


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



  • 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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.