7 Steps to a Successful Account-Based Marketing (ABM) Strategy

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity  from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels. In our experience, the most effective ABM campaigns share 4 common traits. Successful ABM campaigns typically are segmented  so that any and all communication is as relevant to an individual account and decision-maker/role as possible  integrated  so that targeted contacts see a consistent, cohesive message via multiple channels .Content-driven  so that it drives engagement and dialogue, vs. a program that attempts to sell a solution or drive meetings exclusively.