One of the biggest misconceptions people have about Account-Based Marketing (ABM) is that it takes a lot of work to get an ABM program off the ground.
Too often, B2B marketers are scared off by consultants telling them that they need six months to undergo a change management exercise or an army of contractors or technologies to map processes and fill out templates. The truth is, you can actually stand up an ABM program pretty quickly and get strong results.
In fact, I would argue that the best way to get going with an ABM strategy is to start simply, move quickly and then expand from there. All you really need is a room of smart marketing and sales folks, a rough understanding of the companies you want to go after, and you’re off to the races.
In the article below, I’ll share how you can create, operationalize and maintain your target account list in a few easy steps.
[Read the full article on MarTech Today.]
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About The Author
Peter Isaacson has over 25 years of marketing experience in both B2B and B2C marketing, ranging from branding, advertising, corporate communications and product marketing on a global scale. As CMO for Demandbase, Peter is responsible for overall marketing strategy and execution, including product, corporate and field marketing. Prior to joining Demandbase, Peter was CMO at Castlight Health, helping to scale the company and build the marketing team prior to its successful IPO. Peter got his start in advertising, working at agencies in New York on accounts ranging from Procter & Gamble to Compaq computers.