Building a Solid Account-Based Marketing (ABM) Foundation
Building your named Account-Based Marketing (ABM) strategy upon solid foundational insights ensures that you prioritize the right ABM targets, know what to say to engage that defined universe of accounts and gain access to the decision makers within those companies.
ABM, which SiriusDecisions defines as “the strategic approach marketers use to support a defined universe of accounts,” allows marketing organizations to create more effective go-to-market campaigns, while sales organizations are able to be more focused, resulting in an increase in productivity.
To obtain these insights, BAO conducts custom interviews with influencers and decision makers via telephone to understand key account details.
SiriusDecisions created their Account-Based Marketing Framework, as a set of process steps and foundation elements that support ABM strategy and delivery (see image). BAO provides the foundational insights that impact three of those steps: Prioritization, Planning and Execution.