Gartner Research

How to Plan a Successful Account-Based Marketing Program

Published: 16 October 2019

ID: G00450370

Analyst(s): Noah Elkin


Account-based marketing success requires orchestrated account plans. Marketing leaders in B2B organizations should collaborate with sales and obtain buy-in from other key stakeholders to ensure account plans match the business objectives for target accounts.

Table Of Contents
  • Key Challenges



  • Determine Which Accounts Merit a Personalized Plan
  • Establish an Account Planning Process
  • Assemble the Key Components of an Account Plan
    • Current Situation and Objectives
    • Resources
    • Account Data
    • Lead Management
    • Content
    • Personalization
    • Engagement Strategies
    • Metrics

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