Gartner Research

Developing an Account-Based Marketing Strategy to Achieve Your Demand Generation Objectives

Published: 28 February 2022

Summary

Account-based marketing offers significant promise for B2B organizations, enabling marketing and sales teams to engage high-value customers with high-value experiences. This research helps B2B digital marketing leaders get started with ABM using an approach tailored to their business.

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Overview

Key Findings
  • There is no one-size-fits-all approach to account-based marketing (ABM), because the optimal strategy depends on the unique needs of the business.

  • A deep understanding of the customer’s business and buying context is critical for ABM success.

  • Successful customer engagement requires proactive and ongoing coordination between marketing and sales.

  • Successful ABM adoption requires a symbiotic relationship among people, processes and technology. ABM technology vendors can enhance internal capabilities, including account selection, account planning, engagement and reporting.

Recommendations

B2B digital marketing leaders implementing ABM to improve demand generation performance:

  • Determine the appropriate scope of your ABM program by aligning your approach to the concentration of

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Analysts:

Rick LaFond

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