Published: 28 February 2022
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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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.
B2B digital marketing leaders implementing ABM to improve demand generation performance:
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