This guide to ABM implementation is designed to assist marketers who are either thinking of putting ABM in place, or those who have already started to do so and want some strategic and practical guidance along the way. The guide contains insights from a range of ABM experts, who provide detail on the definitions of ABM, the major pitfalls to avoid, how to make ABM work for your organisation and the importance of good insight.
- Understand ABM – and what it really means for your marketing department and business.
- Decide whether ABM is suitable for your organisation – and make sure that any ABM plan is implemented for the right reasons.
- Set up an ABM programme – and ensure it can be scaled to ensure its long-term success.
Here is a taster of some of the guide’s best bits:
"ABM seeks to achieve the ultimate goal for a marketer: to make a customer or prospective customer feel they are understood and to communicate and bring value to them"
1 – Introduction: What is ABM, why should you do it and where do you start?
2 – A step-by-step guide to ABM (avoiding the pitfalls along the way)
3 – Get going with ABM
4 – Insight – The fuel to power the ABM engine?
