The magic of account-based marketing happens when marketers dig deep into individual accounts and craft creative propositions and programs for specific stakeholders within each account. Needless to say, it’s a labor-intensive process!
ABM-ers have generated enormous business impact for years when they bring the magic to individual key accounts. The great challenge for many companies today is scaling their ABM programs to cover more accounts without losing that magic touch…and without breaking the bank.
This 30-minute webcast with Rob Leavitt of ITSMA and Claire Nash and Samara Donald of MomentumABM explores the challenges that companies are facing and the approaches they are taking to bring the magic to dozens or even hundreds of accounts without sacrificing the customer-centric principles of One-to-One ABM. In particular, Nash and Donald highlight four specific initiatives to bring the magic:
- Data visualization
- Modular content for account clusters
- ABM in a Box
- Last-mile customization
Bottom line? Technology is an essential component of scaling successfully but creative content, communication, and collaboration remain essential to ultimate success.