Gartner Research

Tech Go-to-Market: Choose the Right Engagement Channels for Account-Based Marketing Programs

Published: 24 April 2017

ID: G00322084

Analyst(s): Julian Poulter , Todd Berkowitz


Simultaneous usage of multiple inbound and outbound channels increases the likelihood of engagement from key decision makers and influencers from targeted accounts. Technology business unit leaders should consider a variety of channels for their account-based marketing program.

Table Of Contents



  • Use a Variety of Inbound and Outbound Channels Simultaneously to Reach Decision Makers and Influencers
    • Inbound Channels
    • Outbound Channels
  • Use Many Channels, but Start Small With Each of Them
    • Test Messages and CTAs to See Which Ones Work Best
    • Orchestration Across Multiple Channels
  • Continue Engagement Well Beyond Opportunity Creation
    • ABM and the B2B Technology Customer Life Cycle
  • Summary

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