Channel Account-Based Marketing: Small And Medium-Sized Business Accounts

Suppliers targeting accounts in the small and medium-sized business (SMB) tier should leverage partners with deep domain expertise that have credibility in select industries or segments. To reach SMBs in specific industries and segments, suppliers should enable partners to lead account-based efforts. The Forrester Channel Account-Based Marketing Framework outlines four design elements that must be established for ABM execution in the channel. In this report, we take a deep dive into the SMB and industry/segment section of the framework (see The Channel Account-Based Marketing Framework), reviewing key considerations for each of the process stages.