Account-based marketing (ABM) is gaining ground among B2B marketers. In fact, more than 90% of B2B marketers believe ABM is absolutely essential. And it’s for good reason: ABM’s ROI reportedly outperforms all other B2B marketing investments.
Identifying the right accounts to target is one of the first steps, and this is typically accomplished by combining customer insights and marketing data. Understanding what your ideal customer looks like, and how marketing in the past has worked for similar clients is the information you'll need. These customer focused insights will also lead the way for the message. Making a personalized message for your targets is a sure way to increase engagement. Understanding your company, and having the right tools to research, should give you insights into decision makers or targets within the company. The final step in any successful marketing department is tracking your successes and failures. With out these insights marketing all marketing efforts will be fortuitous.
Learn more about how to implement these account based marketing best practices from this SlideShare.