Case Study

National Instruments: Account-Based Marketing Account Selection

October 3rd, 2022
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
Robert Peterson, null
Robert Peterson
With contributors:
Steven Casey , Laurynn Bedard , Arianne Burnette

Summary

Prioritizing target accounts to allocate account-based marketing (ABM) and sales resources must be given proper attention and analysis. By challenging the status quo on defined strategic accounts or refining sales-supplied lists with fact-based intelligence, ABM teams can effectively demonstrate marketing’s value to the organization. National Instruments (NI) is a good example of a company that allocated the right resources to the right accounts using a structured process that will facilitate ongoing improvements. In this case study, we describe how NI examined, identified, and communicated accounts to support with its ABM initiatives.

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