Best Practice Report

Account-Based Marketing Agency And Services Provider Support

November 10th, 2022
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
With contributors:
Steven Casey , Robert Peterson , Laurynn Bedard , Arianne Burnette

Summary

When there are competency shortfalls or capacity constraints, agencies and services providers can be a valuable extension of an account-based marketing (ABM) team. Some ABM activities are more suitable for outsourcing; organizations must weigh the risks of having too much ABM knowledge invested in a third party. Use vendor scorecards to evaluate potential agencies and service providers on qualities such as ABM experience, offerings, and cultural fit. In this report, we explain the key considerations for evaluating ABM activities to be outsourced and provide guidance on selecting and managing the providers to perform the activities.

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