Best Practice Report

The Forrester Account-Based Marketing Framework For Named Accounts

January 1st, 2018

Summary

A named-account approach focuses on supporting groups of accounts with similar needs with a one-to-many or one-to-a-few approach. A primary challenge when marketing to named accounts is achieving the required level of marketing support as the scope of the account-based marketing program expands.Marketing must clearly communicate to sales the differences between named-account and large-account marketing.

As B2B organizations realize the benefits of an account-based marketing (ABM) approach, they must settle on the scope of the program early on. A defined universe of known accounts, personas and contacts enables marketers to increase their efficiency, limit waste and help set the stage for improved sales productivity (see Account-Based Marketing: Four Strategy Options). With a named-account approach, the challenge is often achieving scalability by meeting the needs of a relatively large and potentially diverse group of customers or prospects. In this report, we describe required marketing processes and supporting elements for a named-account marketing program.

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