How to Run a Successful ABM Campaign: Lessons from Online Dating

  • Author(s) Bev Burgess
  • Published January 29, 2019
  • 10 Pages
  • Category Engagement & Advocacy
  • Type Member Research
  • 10 Pages
  • .PDF Format

ABM’s impact on performance can be so profound that ABM teams often find themselves victims of their own success, with other accounts eagerly lining up to ‘get some ABM.’ That’s what faced Rhiannon Blackwell, Accenture UK Marketing Lead, and her ABM team. They decided to analyze just what made a successful ABM campaign so they could start to scale up to meet demand.

In this latest Viewpoint, Rhiannon discusses their findings, highlighting the step-by-step approach to success that can make all the difference to campaign results. With tongue slightly in cheek, she illustrates each step with lessons she learned during her time spent in the world of online dating. Finding ABM success, in other words, is a lot like finding love!

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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