Account-based marketing (ABM) is a combination of people, processes, and technology that, if deployed intelligently, will complement existing marketing programs to close bigger deals more efficiently. Account-Based Marketing: A Practical Guide is your manual to achieving that alignment and running efficient ABM.
We'll provide practical, actionable advice and tips on all aspects of ABM, with a bottom-up approach that asks and answers the question:
- How to set goals and objectives?
- How to select target accounts and specific roles?
- How to create a compelling buyer journey and, in turn, align content around it?
We'll then show you, step by step, how to roll out ABM campaigns and, critically, how to structure your CRM and marketing platforms around them. As a performance marketing platform that allows you to collect, analyze, and act on your data at scale, AdRoll is uniquely positioned to demonstrate how you can achieve this.