Best Practice Report

Account-Based Marketing Pilots: Everything You Need to Know

July 13th, 2020
Nora Conklin, Principal Analyst
Nora Conklin Principal Analyst
Robert Peterson, null
Robert Peterson
With contributors:
Steven Casey , Nicky Briggs , Laurynn Bedard

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.

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