Decision Tool

Prioritizing Accounts For A Named-Account Marketing Approach

February 7th, 2020


Today’s B2B marketing leaders often seek to deliver account-based marketing (ABM) to an extended list of new or existing accounts. Many B2B ABM programs include dozens, hundreds, or even thousands of accounts, but the accounts must be selected in a simple and precise manner to allow a program to scale. ABM leaders must strike an effective balance between complexity and simplicity when selecting target accounts for a named-account marketing program. In this report, we describe three indices — opportunity, achievability, and cooperation — from which an ABM leader can leverage insights to build a strong and robust account list for a scalable named-account marketing program.

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