Gartner Research

Build Your Account-Based Marketing Program Using the Right Channel Mix

Published: 23 February 2018

ID: G00351458

Analyst(s): Noah Elkin

Summary

Synchronizing multiple inbound and outbound channels increases the likelihood of engagement with key decision makers and influencers from target accounts. Marketing leaders in B2B organizations should deploy and orchestrate a range of channels to maximize their account-based marketing program.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Use a Variety of Channels to Reach Decision Makers and Influencers
    • Inbound Channels
    • Outbound Channels
  • Deploy Multiple Channels, Starting Small With Each of Them
    • Test the Effectiveness of Key Messages and Calls to Action
    • Focus on Multichannel Orchestration
  • Continue Marketing Engagement Beyond Opportunity Creation

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