Portfolio Marketing’s Role In Account-Based Marketing

January 7th, 2019

With contributors:

Amy Hayes , Barry Vasudevan , Barbara Winters , Katie Fabiszak , John Buten , Paul Ferron

Summary

Account-based marketing (ABM) leaders need a deep understanding of target markets and buyers to effectively prioritize opportunities and apply targeted messaging and tactics. Portfolio marketing teams possess the skills and knowledge needed to provide ABM leaders with insight into market segments, buyer personas, and buyer needs. B2B account-based marketing (ABM) leaders should leverage the deep knowledge and expertise of their counterparts in portfolio marketing. In this report, we describe six ABM activities and the role that portfolio marketing should play in each of them to help build an effective ABM strategy.

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