ABM Account Selection & Marketing Program Commitments to Sales

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In my first two blog posts on Building an ABM Framework, I shared how we organized and executed on our plan for the account-based marketing program at Evergage. In this post, I want to home in on how we outlined exactly what the sales team is getting when they select an account for the ABM program and how we solidified our list of target accounts together. I want to help answer the questions: “how do you get sales and marketing on the same page regarding the target account list?” and “how does sales know what program commitments marketing is making for those target accounts?”

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How to Use LinkedIn Targeting for ABM Programs

Article | February 17, 2020

Though the term was officially coined in 2004, “In its purest form, account-based marketing has been around forever,” says Matt Heinz, attributing the heightened interest in ABM to advances in tools and technology that make it easier to execute. Backing the assertion that ABM is now easier for B2B companies to execute, an ITSMA survey showed that 84% of businesses using ABM said the strategy offered a higher ROI than other marketing campaigns. In another study from SiriusDecisions, 92% of B2B marketers said ABM was extremely important to their overall marketing efforts. Clearly, ABM is here to stay.

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SEO Marketing Media Elite

A full-service website design, search engine optimization, and digital marketing company. Our headquarters is based in the Orland, Florida area but our reach is wide across the globe.

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