The right way to create, operationalize and maintain a focus on account list

One of the biggest misconceptions people have regarding Account-Based Marketing and advertising (ABM) is that it requires a lot of work to get an ABM program off the ground.

Many times, B2B marketers are scared away by consultants telling them which they need six months to undergo a change administration exercise or an army of companies or technologies to map procedures and fill out templates. The truth is, it is possible to stand up an ABM program fairly quickly and get strong results.

In fact , I would argue that the simplest way to get going with an ABM strategy would be to start simply, move quickly after which expand from there. All you really need is really a room of smart marketing and product sales folks, a rough understanding of the businesses you want to go after, and you’ lso are off to the races.

In the article below, I’ lmost all share how you can create, operationalize and keep your target account list in some easy steps.

[Read the full article on MarTech Today.]


Opinions portrayed in this article are those of the guest writer and not necessarily Marketing Land. Staff members authors are listed here .


About The Author

Philip Isaacson has over 25 years associated with marketing experience in both B2B plus B2C marketing, ranging from branding, marketing, corporate communications and product marketing and advertising on a global scale. As CMO for Demandbase , Peter is responsible for overall online marketing strategy and execution, including product, business and field marketing. Prior to becoming a member of Demandbase, Peter was CMO in Castlight Health, helping to scale the business and build the marketing group prior to its successful IPO. Philip got his start in advertising, operating at agencies in New York upon accounts ranging from Procter & Bet to Compaq computers.

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