Account-based marketing (ABM) has been used by B2B marketers for more than a decade, but the strategy has recently gained popularity, and this trend is projected to continue. According to Forrester, by 2025, account-based marketing will be the primary strategy for most B2B organizations to identify, plan, manage, and measure purchasing and post-sale activity.
What goes into an effective ABM strategy? Best practices that have emerged focus on the following five major areas:
- Data enrichment
- Account targeting.
- Personalization and/or predictive recommendations.
- Interaction management.
- Performance measurement.
Tehub’s Account-Based Marketing Tools: A Marketer’s Guide delves deeper into each of these ABM strategy pillars and demonstrates how ABM platforms may help marketers reach these strategic goals.
This free 56-page research also includes vendor profiles for ABM tools, capability comparisons, and recommended evaluation and purchasing stages.