Gartner Research

Ignition Guide to Creating an Account-Based Marketing Plan

Published: 04 April 2018

ID: G00700713

Analyst(s): Marketing Research Team


Despite having an account-based marketing (ABM) strategy in place, B2B marketing leaders often struggle to create effective account plans. This guide will help them build a customer-centric account plan by tailoring engagement tactics to the customer’s information needs and purchase stage.

Table Of Contents



Before You Start

Common Pitfalls and Keys to Success

Step 1 of 3: Build Account Understanding


Step 2 of 3: Craft Account-Specific Messaging


Step 3 of 3: Develop an Account-Specific Content and Engagement Strategy


Review Your Performance

Recommended by the Authors

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