A tiered ABM approach can help win the most attractive deals

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 07, 2019, 1:43 AM UTC

Programmatic ABM can deliver personalised video to accounts.

This article states that to win the biggest, most attractive deals in a market, companies must take control of their ABM outcomes. A tiered ABM helps in scaling efforts and using tools and technologies helps automate tasks and ultimately drive results.

A tiered ABM approach includes strategic ABM, scale ABM and programmatic ABM. Strategic ABM is a one-to-one ABM, has a restricted number of accounts worth seven figures or more annually. For bigger deals that need more assistance, an executive could be sent onsite to make an executive presentation.

Scale ABM works when businesses don’t have the resources to send a good direct mail package to all of their target accounts. Programmatic ABM can be used to deliver personalised video content.   

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