Gartner Research

Plan, Build and Manage a Successful Account-Based Marketing Program

Published: 24 July 2018

ID: G00368998

Analyst(s): Julian Poulter , Todd Berkowitz

Summary

TSPs are embracing account-based marketing programs to better target ideal prospects and customers in order to increase revenue. Technology product marketers should gain buy-in from sales, marketing and other executives around the program and the approach before embarking on ABM efforts.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Why ABM Is Not Just Demand Generation by Another Name
  • Use the Gartner Account-Based Marketing Framework for Your ABM Program
  • Build Support for ABM Across and Up the Organization
    • Aligning Sales and Marketing
    • Getting Executive Buy-In
  • Pilot or Start With a Small Campaign at the Beginning
  • Summary

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