Account-Based Marketing: Three Strategy Options

January 1st, 2018

Summary

Account-based marketing (ABM) isn't a single strategy; a company may want to consider one (or more) of three options. Which of the three ABM strategies to choose depends on the go-to-market model and business goals, as well as available marketing resources. Within the selected ABM strategy, focus marketing execution on activities that make the best impact by meeting buyers' and customers' relationship needs.

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.