Published: 04 April 2018
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.
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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