Gartner Research

Plan for Success With Account-Based Marketing Programs

Published: 20 November 2019

ID: G00450747

Analyst(s): Todd Berkowitz, Julian Poulter, Suzanne White, Rishi Sood, Paul Brunet

Summary

The target account is at the center of ABM programs. ABM success largely depends on building detailed, specific plans for accounts or segments of accounts. Technology and service providers should ensure sales and marketing collaborate and jointly contribute to building comprehensive account plans.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • The Account Planning Process
  • The Components of an Account Plan
    • Current Situation and Objectives
    • Resources
    • Account Data
    • Lead Management
    • Content
    • Personalization
    • Engagement Channels
    • Metrics to Measure
  • Which Accounts or Segments Will Get a Plan?
  • Global and Strategic Customers
  • Summary

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.