Best Practice Report

Selecting Marketing Tactics for Large Accounts

January 1st, 2018


Rather than a standard set of tactics, ABM requires a standard planning process that systematically nominates and selects tactics based on account attributes and available resources. Planning needs to start with account goals, leverage a rich understanding of the account and the contacts within the account, and match tactical ideas with internal resources. ABM marketers should be open to experimenting with new technologies and tactics.

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