The exploding interest in account-based marketing (ABM) is mostly about revenue, but new research from ITSMA and the ABM Leadership Alliance highlights substantial improvements in reputation and relationships with ABM programs, as well. Focusing on the 3 R’s of strategic marketing has always been important for ABM, but it’s even more important today while we’re shifting as fast as possible into the digital, connected economy.
With thousands of the world’s top executives clamoring to participate in World Economic Forum meetings, Davos has become the most sought-after platform for marketers working to improve C-suite engagement. Five best practices have guided WEF success.
KPMG’s ABM program with the United Nations provides a textbook case of effective and successful strategic ABM. With relatively low penetration into the account, KPMG used ABM to change its perception within the UN from a good supplier to a partner that really understood their organizational imperatives and was able to leverage their own wider business relationship to help support the UN agenda.