B2B marketers have employed account-based marketing (ABM) for well over a decade, but the approach has quickly begun gaining currency over the past few years and that growth is expected to continue. Forrester predicts that, by 2025, account-based marketing will become the main way most B2B companies identify, plan, manage, and measure buying and post-sale activity.
What goes into a successful ABM strategy? Best practices that have emerged focus on these five core areas:
- Data enrichment
- Account targeting.
- Personalization and/or predictive recommendations.
- Interaction management.
- Performance measurement.
MarTech’s Account-Based Marketing Tools: A Marketer’s Guide discusses each of these ABM strategy elements in more detail and shows how ABM platforms help marketers achieve these strategic objectives.
Also included in this free 56-page report are profiles of ABM tools vendors, capabilities comparisons and recommended steps for evaluating and purchasing. Visit Digital Marketing Depot to get your copy now.
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