Best Practice Report

Extending Large-Account Marketing To Support Must-Win Deals

January 1st, 2018
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst

Summary

As account-based marketing (ABM) increases in popularity, organizations need to do more to differentiate themselves from the competition, especially with a must-win deal on the table. A disciplined approach is required to determine which large deals qualify for dedicated marketing support, how to align marketing and sales, and how to evaluate success. Measure success against unsupported deals and apply post-deal touch analysis to drive continuous improvement.

With many B2B companies now embracing account-based marketing (ABM), advanced practitioners at large enterprises are considering what they can do to continue standing out from the crowd. This often leads to the adoption of customized ABM strategies targeting large, must-win opportunities that will make a big impact on the achievement of revenue goals. In this report, we outline key factors to consider when extending ABM support to pursue large strategic opportunities.

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