5 Steps to Build an Impressive B2B Account-Based Marketing Framework

"As account-based marketing continues to gain traction, more and more B2B marketers are looking to create the perfect campaign. Although what constitutes “perfect” will be different for each company, there are general guidelines that one can follow to develop a reliable account-based marketing framework. To start, ABM will never work without strong Sales and Marketing alignment. The teams need to work in unison to determine the target customers, how to market to them, how to follow up and what metrics determine a successful campaign. In a recent webinar with Leadspace, Jon Miller, the co-founder of Marketo and Engagio, stated that Marketing talks about people while Sales talks about accounts. ABM is about bridging that gap and aligning Marketing and Sales under the same language and goals.