Account-based marketing (ABM) is a hot topic with technology marketers, and for good reason. Early adopters, including Xerox Global Services and Hewlett-Packard, are reaping tremendous benefits from their ABM initiatives.

ABM, however, is not a hit-or-miss approach. Companies that are serious about improving demand, positioning, and profitability within target accounts need a tried-and-true method of implementing ABM.

In this briefing, Bev Burgess and Steve Hurley delve into the specifics of what you need to do to ensure that your ABM program is a success. Starting with selecting the right account(s) and conducting the research that will serve as the cornerstone of your ABM initiative, they outline ITSMA’s entire six-step approach:

• Selecting the Right Account(s)
• Understanding and Analyzing the Account(s)
• Defining and Selecting Plays
• Building a High-Impact Account Marketing Plan
• Executing on the Plan
• Measuring and Refining the Approach

In addition, the briefing includes case study examples from Xerox Global Services Europe and Hewlett-Packard highlighting the benefits they have realized through implementing the approach. For instance, Sarah Hauser, Services Marketing Manager at Xerox Global Services Europe, has been contacted by an ABM client with a request for more copies of a direct mail brochure Xerox Global Services designed for that account because the content was so valuable. Hillary Safer, Director, 1to1 Marketing, Hewlett-Packard, meanwhile, has seen a 16% average increase in revenues for target accounts, a 200% average increase in the sales funnel for target accounts, and a 2-13 times improvement in campaign response rates.

For those just getting started with ABM, Sarah Hauser also addresses how to launch a pilot ABM program. For those who are further along in their ABM roll-outs, Hillary Safer provides insight into scaling your ABM initiatives across the globe.