The Forrester Industry Account-Based Marketing Framework

January 1st, 2018

Robert Peterson

Summary

An industry account-based marketing (ABM) strategy enables B2B organizations to improve their relevance with customers and prospects within a particular industry. This strategy focuses on a defined universe of known accounts and contacts, enabling marketers to increase efficiency, limit waste, and improve sales productivity. Industry ABM requires several functions, including sales, marketing, and product, to contribute industry-specific insights. In this report, we introduce the Forrester Industry Account-Based Marketing Framework to help organizations assess the process steps and foundational elements needed to effectively deploy an industry ABM approach.

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