Account-based marketing (ABM) is a strategy that focuses on the sales and marketing resources on a clearly defined set of target accounts. It employs personalized campaigns to acquire more customers.

Econsultancy columnist Riaz Kanani has shared three tips to help marketers employing ABM to select right account marketing strategy.

Focusing on the spread of ABM, Kanani says, “With B2B marketers rapidly adopting account based marketing strategies, approaching account selection right from the beginning is increasingly important.

The first list is often straightforward to pull together. After all everyone has a wish-list of companies that they want to work with but haven’t quite managed to as yet. That in itself is not a good approach to selecting accounts – we all have our favourite companies but are they the best fit for the company? How far away from the buying phase are they?

More challenging is after that first group – and this is often where it becomes clear that the approach to selecting the first group of companies was less than ideal”.

Account-based marketing: Three tips for account selection strategy


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