Alisa Groocock

There is enormous power in building a proprietary set of insights that drive sales and marketing to the best-fit and most lucrative targets.

The holidays are upon us, and a cohort of analysts who are experts in demand and account-based marketing are ready to deliver eminently practical little gifts to you, the marketers we support.

• At SiriusDecisions Summit 2019, two organizations that exemplify best-in-class account-based marketing were recognized
  
• This blog post follows one winner, JLL, from recognizing its challenges to finding effective solutions
  
• Through implementing best practices, JLL saw tangible results, including $7 million in pipeline created or supported

• When designing a comprehensive account-based marketing (ABM) strategy, it is a key requirement to deliver advertising assets to audiences in specific accounts with custom messaging
• Account-based digital display advertising allows marketers to generate higher clickthrough rates, web engagement and pipeline
• Best practices for account-based digital advertising focus on areas such as piloting, testing and personalization

• Companies can utilize a named-account account-based marketing (ABM) approach, grouping accounts to achieve scale.
• When planning for a named ABM pilot, have sales and marketing collaborate in person for aligned outcomes and a fast start.

• Companies that are successful in large account account-based marketing often cite marketing and sales alignment as the single most important factor of success
• Sales and marketing working together in one room for a full day on joint account planning can be very powerful for jumpstarting an ABM pilot
• Sales and marketing benefit from jointly developing a common language, aligning on goals, and developing concrete plans