New guidance from companies that exceed expectations
Despite an abundant availability of ABM practices, often built on theoretical ideals, it’s become clear that no single “perfect” approach to ABM exists. Every organization has unique goals, capabilities, and needs. Although there are many different approaches in the market, we found that the companies that are delivering breakthrough account-based marketing results all share common features. In this e-book, informed by recent research we conducted with Heinz Marketing and validated by a panel of ABM experts, we take an in-depth look at what these shared success factors are, including:
- Laying the foundation for organizational alignment
- The changes marketing and sales need to make
- Measuring, reporting, and diagnosing your program
- Driving success with the right channels, tools, data, and messaging strategies
