The Stages of Account-Based Marketing Orchestration

Account-based marketing (ABM) orchestration is about delivering the right content, on the right channel, to the right contacts in your target accounts. Ever since I published Account-Based Marketing for Dummies last spring, there have been so many questions about how B2B marketing teams can actually do ABM. At the end of the day, taking an account-based approach to your marketing activities, campaigns, and tactics requires coordination with your sales team. Think about this concept as account-based marketing orchestration. At the highest level, we need to explain how account-based marketing is put into practice. This is why I created the FlipMyFunnel model for ABM.