Best Practice Report

How To Align Account-Based Marketing Tools With The Demand Unit Waterfall™

April 19th, 2020


With the majority of the buyer’s journey now happening online, account-based marketers must incorporate various digital tools into their strategy to reach buying group members in target accounts effectively. Technology infrastructure is critical to the success of digital account-based marketing (ABM) strategies, and the right tools can make targeted outreach scalable. Account managers can increase their visibility into buying group activities through online ABM support. In this report, we describe digital tactics that support marketing to a defined universe of accounts and the technology infrastructure required to deliver them.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.