Gartner Research

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

Published: 11 August 2017

ID: G00335562

Analyst(s): Noah Elkin


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



  • 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

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