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The Definitive Guide to Account Based Marketing

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19 February, 2018

The Definitive Guide to Account Based Marketing

Marketo

Account-based marketing is a focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers. It’s no longer optional for marketing and sales teams to work separately. Today, 97% of marketers achieved a higher ROI by incorporating ABM than with any other marketing initiative, according to Alterra Group. 

While ABM is not a new way to strategically market to target accounts, it has evolved into a scalable, achievable strategy that organizations of all sizes can implement to focus on whole lifecycle marketing for key accounts. Modern ABM solutions give marketers the ability to provide a superior account-based experience (ABX) to leads and contacts associated with accounts by automatically delivering relevant messages cross-channel.

Today’s buyers demand personalized content and engagement, and customer experience can quickly set you apart in the mix of competitors. The ABM we practice today is entirely different than the manual processes of days past. Implementing an ABM strategy doesn’t have to mean an astronomical investment, but it does mean increased revenue, focus, and partnership within your organization. ABM works, and it’s not going anywhere. With the right tools and an understanding of how to implement an ABM strategy that works for you, you can create a better and more personalized experience for your buyers and reap the benefits for your business.

What’s in the guide?

Account-based marketing combines your two most valuable assets to your bottom line—marketing and sales. With their expertise combined and optimized, you’ll be set for success.

  • What is account-based marketing and why is it important
  • Create a winning ABM strategy  
  • Get buy-in across the organization
  • Partnering with sales
  • Choose your accounts 
  • Launch a pilot program
  • Create the right content
  • Engage across channels
  • Measure, analyze, and optimize
  • Select the right ABM solution

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