Best Practice Report

Creating An Account-Based Marketing Plan For Emerging Companies

February 2nd, 2018
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
Barbie Mattie, null
Barbie Mattie

Summary

Account-based marketing (ABM) is a strategic approach that aligns demand generation and customer relationship programs and messaging against a set of defined accounts and goals in a way that is relevant and valuable to those accounts and to sales. Introducing an ABM strategy requires a straightforward methodology that enables joint strategic planning between marketing and sales and ensures alignment to objectives that move the business forward. In this report, we introduce the Forrester Emerging-Company ABM-Plan-On-A-Page Template, a guide to transforming business objectives into marketing priorities and goals, defining strategy, and establishing execution guidance.

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