Named-Account Marketing Planning

Today’s B2B sales and marketing leaders are increasingly interested in an approach that delivers marketing treatment to a list of specific named accounts. This approach is often used when sales is structured in a territory or regional model where each account executive may own 40 to 50 accounts. These named accounts are typically among an organization’s most important targeted accounts — ones that are expected to propel the growth of the organization. Account-based marketing (ABM) to named accounts (referred to as named-account marketing) features strong joint engagement between sales and marketing, significant levels of account insight, and account-based customized activity. In this report, we outline a planning process for ABM to a list of named accounts, with tools and examples designed to help the ABM leader get a program off the ground.