Assessing Data For Named-Account And Industry Account-Based Marketing Planning

Deploying targeted and personalized account-based marketing (ABM) at scale requires access to sufficient levels of account and contact data. ABM leaders must assess the completeness of existing data by evaluating attributes in three categories: required, recommended and robust. Knowing what data is available — and what gaps exist — helps to prioritize database improvement efforts.

The leader of a B2B account-based marketing (ABM) program operating at scale should assess the current state of key infrastructure elements, including the level of account and contact data available to drive targeted and personalized ABM plans. In this report, we articulate the data attributes needed for effective ABM to be deployed to at scale; identify required, recommended and robust data attributes; and provide a methodology for conducting an audit of the completeness of existing ABM data.