Best Practice Report

Account-Based Marketing Program Planning and Execution: Business Requirements

July 5th, 2018


Account-based marketing (ABM) program planning and execution involves planning, executing and optimizing account-specific or one-to-many grouped-account ABM programs. Business requirements for ABM program planning and execution include data enrichment and integration, identification of target audiences, development of messaging and tactics, and the execution of a range of customer touches. ABM infrastructure — a combination of insights and technology — support ABM program planning and execution by helping organizations meet these business requirements.

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