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How to target the right individuals with your account-based marketing campaigns

Struggling to identify the right individuals to target with your ABM campaigns? You’re not alone. Paul Snell asks the experts how to pinpoint and reach them

When embarking on an account-based marketing (ABM) strategy, a lot of focus rightly goes into choosing the correct accounts. Less so on the people behind those brands – the decision-makers, influencers and stakeholders who’ll be on the receiving end of the campaigns.

Marketers are relatively confident about choosing the right accounts, but are less self-assured about finding the right people to target. When martech providers Demandbase and Integrate jointly surveyed 500 B2B marketers, they identified this as the number one challenge.

This feature has been written exclusively for our members. Membership is free and only takes five minutes to complete, giving you access to:

  • How to select the right accounts
  • How to identify the right decision-makers
  • Where to find the individuals you need
  • Why personalisation and creativity is key
  • How to target the elusive 'shadow buyers'.