Gartner Research

Making the Case for Account-Based Marketing

Published: 24 May 2017

ID: G00340972

Analyst(s): Marketing Research Team


Account-based marketing (ABM) can be an effective strategy for reaching decision makers at key accounts, but first you need approval and buy-in from decision makers in your own organization.The report will help you Evaluate strategic reasons to adopt an ABM program, Determine the appropriate process to use to make the case for an ABM program, and Build a convincing case for an account-based marketing program.

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