Best Practice Report

Creating An Outcome-Based Internal Communications Plan For Account-Based Marketing

October 15th, 2019
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst

Summary

B2B organizations face internal information overload (e.g., emails, newsletters, meetings, conference calls, social feeds, portals) — so account-based marketing (ABM) leaders’ communications simply add to the noise. Furthermore, organizations must strike a careful balance between overcommunication and undercommunication. This report describes how account-based marketers can balance their communications and apply ABM principles to deliver meaningful, relevant, and timely communications that are goal-directed and deliver value to the user.

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