Best practice in ABM requires a lot of things: insight, sales and marketing alignment, and personalisation. But there’s another key ingredient; and it’s one that is often overlooked and misunderstood: creativity.
‘Creativity’ doesn’t just mean building a nice logo or personalised advert. To be a world-class ABMer requires creativity behind the scenes – in data and research, for example.
So what does this form of creativity look like, and how can you unleash it? How do you plan for something so ephemeral? How do you overcome the barriers to really thinking and acting creatively?
Download this report to find out, including seven tips for launching your own creative ABM programme today.
“The most creatively successful ABM programmes are those that use research, data and insights, intelligence gathering, creative thinking – the whole brain – to create relevance, a unique perspective that will turn the heads of decision-makers. A vision they can believe in. And creatively roll this out over time. By definition, strategic ABM must have creative legs – depth (to go from awareness/intent-building to sales enablement), breadth (across decision-makers) and endurance (refreshing for the duration as you embed into accounts).”
Julie Wisdom, SVP strategy, MOI Global