Selecting Marketing Tactics for Large Accounts

January 1st, 2018

Summary

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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.