Vision Report

Increase Revenue From Strategic Accounts With The Account-Based Marketing Framework

Best-In-Class ABM Initiatives Follow A Structured Process Built On Strong Foundations

January 7th, 2022
Nora Conklin, Principal Analyst
Nora Conklin Principal Analyst
Robert Peterson, null
Robert Peterson
Alisa Groocock, null
Alisa Groocock
With contributors:
Nicky Briggs , Arianne Burnette

Summary

Most B2B organizations, recognizing that not all accounts are equal, apply extra focus to the strategic accounts that will contribute most to their bottom line. This focus is not solely the preserve of sales; marketers too bring substantial value to engage these accounts, which is why account-based marketing (ABM) has become mainstream in B2B organizations. ABM involves applying deep account insights and working closely with sales to maximize relevance and value to the accounts, ultimately with the goal of improving the company’s bottom line. ABM should be treated as a strategic initiative, rather than a set of tactics, and follow a structured process built on strong foundations. This report defines a framework for approaching ABM in a systematic way. It outlines the steps of the process and describes the foundations that are required for successful implementation.

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