SAP: Standardizing And Optimizing Account-Based Marketing

October 14th, 2022

With contributors:

Steven Casey , Robert Peterson , Laurynn Bedard , Arianne Burnette

Summary

Establishing a world-class customer-centric organization requires a holistic, standardized, and repeatable approach. Account-based marketing (ABM) enables organizations to engage targeted accounts by assessing customer priorities and needs and tailoring messaging, programs, tactics, and interactions that drive mutually beneficial wins. In this case study, we describe how SAP implemented a comprehensive ABM practice in its North American field marketing organization.

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