Roadmap Report

The Importance Of Piloting Account-Based Marketing In Emerging Companies

January 9th, 2021

Summary

Account-based marketing (ABM) is a hot, if often misunderstood, topic. If implemented correctly, ABM can be a very successful strategy for obtaining high-value customers, making market shifts, or entering new sectors of a market. However, emerging companies often jump into ABM without considering obstacles that can derail the effort or even destroy the existing marketing plan. In this report, we discuss how an ABM pilot coupled with a sound strategy can lay the foundation for a successful ABM implementation that will complement, not destroy, the existing marketing plan.

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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.