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8 Steps to a Successful Account-Based Marketing Strategy

If you’re wondering What account-based marketing is?, Doug Bewsher wrote a great article about it for Martech Zone. The strategy is paying off for most B2B marketers. In fact, 92% of B2B marketers consider ABM extremely or very important to their marketing efforts. And 84% of B2B marketers believe ABM provides significant retention and upsell opportunities.

Integrate released this fantastic infographic on ABM with those statistics on the state of adoption as well as 8 Steps to a Successful Account-Based Marketing Strategy:

  1. Plan and Set Account-Based Marketing Goals
  2. Assign and Align internal Sales and Marketing Roles
  3. Define your Target Accounts
  4. Develop Personas around each of those accounts
  5. Map Your Universe of Accounts and Contacts
  6. Create Unforgettable, Valuable, and Shareable Content
  7. Select the Right Engagement Tactics
  8. Analyze the Data That Matters

Per the infographic, companies are 67% better at closing deals when sales and marketing teams are in sync with ABM, and companies using ABM generated 208% more revenue for their marketing efforts!

Account Based Marketing (ABM) Success

Douglas Karr

Douglas Karr is the founder of the Martech Zone and a recognized expert on digital transformation. Douglas has helped start several successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to launch his own platforms and services. He's a co-founder of Highbridge, a digital transformation consulting firm. Douglas is also a published author of a Dummie's guide and a business leadership book.

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  1. You’re absolutely right on the money when you listed “Create Unforgettable, Valuable and Shareable Content”.

    I’ve found that is the kingpin of all of it. Do that right and you have a shot. Mess it up and you’re toast, or at least stale bread.

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