Channel Marketing Alliance Community

Implementing Account Based Marketing - what to know

  • 1.  Implementing Account Based Marketing - what to know

    Posted Mar 06, 2020 04:31 PM
    Greetings fellow marketers,

    I would love to hear your experiences, best practices, and helpful resources for how you successfully transitioned from traditional contact-based marketing to account based marketing.

    Do you focus on one or the other, or do you do both as part of your current marketing strategy?
    What helped you make the decision and where did you go for training?
    What are the best marketing automation platforms to do ABM?
    What results have you noticed?

    I appreciate hearing all that you have to offer on the topic.


    Jenna Knoblauch
    VP of Marketing
    Dynamic Communities
    Minneapolis MN

  • 2.  RE: Implementing Account Based Marketing - what to know

    Posted Mar 09, 2020 01:37 PM
    Hi Jenna!

    I have so many thoughts on ABM, so I'll try to keep mine short in this forum. Let me know if you want to talk offline and I can give you a full debrief?

    A couple of things to keep in mind that I've found:
    • Awareness is CRITICAL to success. If you want ABM to generate actual leads (and not just awareness), then focus on small (fewer than 50) lists where the people have had some sort of exposure to your brand ahead of time (or invest in a warm-up strategy via targeted ads).
    • Have a clear understanding that these take a ton of time, so focus on your initial window, but know that you will have to keep coming back every quarter or so for best success.
    • Make them as absolutely personal as possible (we've done custom videos, research, etc.).
    • And to incorporate your marketing automation platform, I actually have a presentation for this! Here's a blog recap:

    Natalie Jackson
    Marketing Director
    emfluence Marketing Platform
    Kansas City MO