Account-Based Marketing: Rain Clouds, Circles, and Brush Strokes

| November 28, 2016

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With the volume of account-based marketing (ABM) hitting the metaphorical marketing shelves, and its newfound prevalence among trusted marketing solutions, it has become almost commonplace for companies of all sizes to throw down their pens, raise their hands, and say to themselves, “We need an account-based marketing plan, and we need it now!” But account-based marketing isn’t anything new, or at least the tactics that make it up aren’t.  The idea of strategically targeting big-name accounts has been around since most can remember, and really, it’s only the term of “account-based marketing” that has really made its mark as the new buzzword of marketing pop culture. Whatever you want to call it—account-based marketing, a named account strategy, key account marketing—the fundamentals of this strategy remain the same. Identify your high-value, target accounts Determine your messaging and content in relation to your prospects’ pains and industry Align your sales and marketing teams for effective execution One Size Does Not Fit All But just because you have the tools doesn’t guarantee you know how to use them.  As with all things, it takes time, understanding, and patience to find the so-called circadian rhythm of your account-based marketing plan, and it takes even longer to hone those practices and deliver quality leads on a consistent basis. So where is that line of separation between failure and success?  Though this isn’t black and white, a common misstep occurs when one believes that an ABM strategy is a one-size-fits-all solution, when in fact, it is just the opposite.

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DeSantis Breindel

At critical inflection points, we work with our clients to align brand and marketing strategy with business strategy—creating stories and experiences to engage customers, influence prospects, rally employees, inspire investors and build communities.

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Spotlight

DeSantis Breindel

At critical inflection points, we work with our clients to align brand and marketing strategy with business strategy—creating stories and experiences to engage customers, influence prospects, rally employees, inspire investors and build communities.

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