Best Practice Report

Building a Post-Pilot Business Case for Account-Based Marketing

November 20th, 2018
AG
Alisa Groocock

Summary

Because of the intense and growing market interest in account-based marketing (ABM), many B2B organizations are rushing to roll out ABM initiatives. As a result, ABM leaders often find themselves operating without full visibility into the costs and benefits of an ABM program. A well-designed ABM pilot provides the insights required to build a successful business case to expand an ABM program. In this report, we introduce the two key components of a post-pilot ABM business case and detail the information and tasks each requires.

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