HOW TO: Adopt account-based marketing

Matt Senatore, research director, account-based marketing at SiriusDecisions, reveals how your brand can successfully adopt an account-based marketing approach

In its most basic definition, account-based marketing (ABM) is a strategic approach that aligns resources against a set of defined, targeted accounts. This could include a very small number of large, strategic accounts – where a one-to-one approach is warranted. It could also include a larger set of named accounts (across territories, industries or horizontals for example) – where a one-to-few or one-to-many approach would be executed. ABM efforts typically include a focus on both opportunity goals (i.e. revenue) as well as relationship goals (i.e. satisfaction). Regardless of the goal or approach – the focus must be on bringing relevance based on specifics within those targeted accounts. Here are the five most critical things your organisation must be committed to in order to successfully adopt an ABM approach: