B2B companies should take a strategic and informed decision to choose the right account for ABM

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 06, 2020, 1:42 PM UTC

But, the ABM plan should mention detailed and realistic information regarding budget, time-frame, metrics and roles.

This piece highlights Account-Based Marketing (ABM) tactics that B2B organisations can use to target high-value prospects. Marketers should add clear and realistic information in their presentations such as their projects' benefits and the required budget among others.

Businesses should evaluate each individual in their target list to reach out to the most suitable individual with personalised messaging. Understanding the target audience can also help marketers gain valuable information that they can pass on to their sales team for follow-ups.

Companies should highlight their USP and add "ungated" assets including mention of key clients in their space to enhance brand awareness. Marketers should closely monitor each stage of the ABM program and consider tracking less traditional metrics like delivery information for postal DMs.

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