Ebook: Proven Strategies for Winning at ABM

The Pragmatic Guide to
ABM Success

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Most every B2B marketer understands the logic of ABM on a theoretical level. Fewer understand the steps to successfully executing and operationalizing ABM in the real world: how best to get executive buy-in, when and where to use different tactics or channels, and how to measure success.

Based on dozens of real-life engagements, this comprehensive 23-page ebook lays out the practical steps for planning, formulating and executing on a successful ABM strategy, covering everything from goal-setting, account selection and technology, to buying centers, content, plays, tactics, and channels.

You’ll also discover the Opportunity-Based Marketing Framework, a proprietary model based on the SiriusDecisions Demand Unit WaterfallTM that organizes buying groups into stages based on engagement and intent, and then informs ABM strategy by focusing on stage-specific channels, tactics, and KPIs.

Gain practical, actionable advice for getting your ABM initiative on track, including:

  • How to quantify expected revenue from prospects across the various stages of the buyer’s journey
  • The difference between macro- and micro-level goals and why both are critical for ABM
  • Key questions to help evaluate the ability of your current tech stack to support an ABM strategy

Technology enables marketers to engage at scale, but if your strategy and creative aren’t up to par, then technology will simply be scaling mediocrity.