Gartner Research

Three Steps to Optimize Account Selection for Your Account-Based Marketing Program

Published: 11 August 2017

ID: G00335562

Analyst(s): Noah Elkin

Summary

Identifying and selecting both the right accounts and right number of accounts are prerequisites for developing an account-based marketing program. Marketing leaders in B2B organizations should follow these three best practices to set up their account-based marketing efforts for success.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Apply the Right Account Selection Approaches
    • Options for Fewer Accounts (Up to 25)
    • Options for More Accounts (Over 100)
    • Options for ABM at Scale (Over 1,000 Accounts)
    • Approaches for Account Tiers
  • Limit the Initial Number of Accounts in Your ABM Program
  • Revisit Account Selection on a Regular Basis

Gartner Recommended Reading

©2020 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.