Many brands have implemented some type of account-based marketing by having their marketing and sales teams pool resources and collaborate to personalize campaigns around individual accounts. One reason why ABM has become such a popular strategy is that customizing the buyer’s journey for specific accounts can help to significantly boost customer loyalty and revenue.
What are some strategies for effective ABM that any business could implement successfully, regardless of industry or market size? We asked members of Forbes Agency Council for insights into best practices brands can use to optimize ABM processes. Here are 13 of their most enlightening responses.
1. Support Sales Involvement
Don’t just collaborate with sales; support them. Sales involvement is essential, from data intelligence to account selection all the way through to creative development itself. In fact, given the challenges of modern marketing and the restricted effectiveness of automation, if you are not supporting and enabling the sales team in direct engagement, you will struggle to get attributable traction. – Mike Boogaard, MOI Global
2. Get Your Entire Team Involved
While the first thought is to align sales and marketing to make ABM programs work, broadening this strategy to include your entire organization can help you win. ABM will succeed by taking…