Named-Account Segmentation Strategies

January 1st, 2018

Robert Peterson

Summary

As account-based marketing (ABM) becomes more attractive for companies seeking to improve how their sales and marketing teams engage with current or prospective customers, it’s common to adopt a named-account strategy that identifies a list of accounts where marketing is asked to deliver tactics on a one-to-few or one-to-many approach. The challenge? The list of accounts is often long! Marketing leaders must develop a refinement strategy so that sales and marketing can agree on which accounts to include in the named-account marketing effort. In this report, we present strategies for scaling an ABM program by using data to refine a list of named accounts and prioritize account segments.

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