As an experienced tech marketer you are bound to have heard of Account Based Marketing (ABM) but I suspect you are not exactly sure what it entails. The reason for that is because ABM has been around for over a decade and is constantly adapting to new marketing techniques and technologies.

We break ABM into two categories:

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1. Research and Insight

This is when you research your target accounts to profile relevant:

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Decision Making Units

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Business Challenges

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IT Landscape

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Strategic Imperatives

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Short term engagement opportunities

2. Sustained Engagement

Use that insight to market effectively to that account on an ongoing basis

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  • Creation of account or sector specific collateral 
  • Creation of integrated marketing campaigns to the sector or to individual accounts
  • Leveraging that campaign using marketing automation