Best Practice Report

Named-Account Segmentation Strategies

January 1st, 2018
Robert Peterson, null
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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.