ABM for Key Accounts: Moving “Up” from a One-to-Many Approach [Webcast]

This document is available free of charge
  • Author(s) Rob Leavitt
  • Published December 20, 2017
  • 22 Pages
  • Category Content & Communications, Engagement & Advocacy
  • Type Member Research
  • 22 Pages
  • .PDF Format

The rapid rise of Account-Based Marketing (ABM) over the last few years has inspired the development of three distinct approaches: One-to-One, One-to-Few, and One-to-Many. While the pioneers of ABM in the early 2000s typically began with highly customized, one-to-one  programs for their most strategic accounts, many of the more recent programs have begun with a broader, one-to-many approach to accelerate new logo acquisition with targeted, lightly personalized campaigns for several hundred or even more named accounts.

Regardless of their starting point, however, a majority of ABMers are now looking to extend their programs with a blended approach, utilizing two or even all three types of ABM. 

This webcast by ITSMA’s Rob Leavitt, hosted by Demandbase, explores why companies that began with one-to-many should consider adding more customized one-to-one and one-to-few approaaches as well, and how best to move to a more blended approach. The webcast includes:

  • A brief review of the rise of the three types and the current state of ABM
  • The strategic importance of top-tier accounts and why companies should consider investing in highly customized one-to-one and one-to-few approaches
  • How to identify and select the most appropriate accounts for more customized ABM approaches (hint, it’s not just size or revenue)
  • The seven-step process to take, hand in hand with key account teams. for each account or small cluster of accounts
  • The most important marketing tactics and metrics to consider for one-to-one and one-to-few ABM


This document is available at no charge.
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