Best Practice Report

Account-Based Marketing Pilots: Everything You Need to Know

July 13th, 2020
With contributors:
Nicky Briggs , Alisa Groocock

Summary

There are multiple benefits to introducing account-based marketing (ABM) to a B2B organization via a pilot, including reducing costs, managing risk, and setting expectations. Starting ABM as a small pilot keeps things manageable and allows people to work through any snags in a confined space. In this report, we outline the key factors that B2B organizations must consider when embarking on an ABM pilot: preparation, orchestration, and postpilot evaluation and expansion.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.