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Build Your Account-Based Marketing Strategy

ABM success requires a strong set of marketing capabilities, tight alignment with Sales, and a content personalization strategy targeting high-opportunity buyers.

Client Challenge

  • Select the right ABM strategy for your organization and create complete alignment between the Sales and Marketing teams.
  • Clear the clutter and jumpstart your ABM implementation with a solid foundation.
  • Build a targeted account list with optimized data.
  • Engage buying account committees and create personalized content that helps buyers educate themselves.
  • Understand the necessary platforms and tools required to be successful with the selected ABM strategy.

Our Advice

Critical Insight

The success of each level of ABM maturity is closely tied to available resources, business needs, and having foundational elements in place to support your ABM strategy. Marketers should keep their initial ABM strategy simple to deliver a successful program. The goal is not to employ a complex program or include all levels of ABM strategy but rather to select the most feasible for your organization.

Impact and Result

With a strong set of marketing capabilities, tight team alignment with Sales, and a content personalization strategy, you will:

  • Create a solid foundation for a best-fit ABM strategy for your Marketing and Sales organization.
  • Target and build relationships with high-opportunity accounts.
  • Design experiences that will guide the buying committee through their buyer’s journey.
  • Develop a process for your team to continue to build on their maturity.

Research & Tools

Build Your Account-Based Marketing Strategy Executive Brief – Assess your organization's ABM readiness and understand key foundational elements that are required to facilitate account-based marketing strategies.

This Executive Brief explains ABM strategy types and accompanying levels of personalization, how to assess your organization's capabilities using our ABM maturity model, and how other companies are using ABM to reach buying committees.

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Build Your Account-Based Marketing Strategy Executive Brief