ABM Infrastructure Framework Deep Dive: Identify Phase

A robust account-based marketing (ABM) infrastructure plays a critical role in the planning, delivery and measurement of an effective ABM program. To build an ABM infrastructure, Forrester recommends a three-phase process that methodically identifies and executes on the correct priorities. The ABM infrastructure journey begins when ABM leaders clearly articulate the requirements they need to be successful, and assess what is already in place.

B2B marketers can fall victim to hasty decisions spurred by the latest trends or nifty marketing messages, which can have long-term consequences for the business. ABM leaders should follow a consistent framework to carefully evaluate each purchase decision (see Introducing The Account-Based Marketing Infrastructure Framework) to ensure it powers an effective ABM program. In this report, we discuss the first phase of the Forrester Account-Based Marketing Infrastructure Framework: Identify.