Core ABM

Making insight intelligent for ABM

July 13, 2021

Insight is the difference between what makes ABM truly distinct from just ‘marketing to accounts.’ In truth, it can make or break the success of ABM in even the most mature of programs. But knowing how to extract the right insight at the right time from the sea of data available can often leave marketers feeling overwhelmed.

Supported by ITSMA thinking throughout, our practical guide, "Making Insight Intelligent", offers best practice advice helping you demystify the effective gathering and use of insight across some of the most common use cases within ABM.

Inside we'll cover:
  • The need, the landscape and the opportunity for insight in 2021
  • How to build an insight-first program
  • How to create the right structure and processes for success, and
  • establish robust measurement
  • The insight you should leverage to drive business outcomes
  • Five typical use cases: examples of the types of insight used to
  • drive tangible outcomes in ABM

Spotlight

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MarketPoint is a marketing consulting firm providing honest, insightful and effective brand and marketing services for clients in the Business-to-Business, Education and Non-profit sectors. We empower clients to better define who they are and communicate that essence more effectively. And we do it all in plain English, providing usable information and insights in a simple, jargon-free way. Services include market research, brand definition, organizational positioning, development of marketing plans, product launches, market segmentation, message mapping, and communications management. We help clients understand their marketplace, product managers penetrate markets, leadership teams become brand champions, and employees live the brand. A sample of the firm’s clients includes Minibar Systems, Inc., Macmillan/McGraw-Hill, Pearson Education, CitiFinancial, Fannie Mae, McCormick & Company, Prometric, The National Archives, STUDIOS Architecture, the New York City Department of Environmental

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