Can your ABM program identify audience needs, select relevant content, and orchestrate that content simultaneously through three or more channels?
This is a critical criteria, successful ABM is data-driven and blends serves to coordinate your sales and marketing touch points. While many ABM platforms have multiple channel capabilities, the enterprise demand gen marketer needs more advanced control that prevents them from over-marketing or sending conflicting messages between marketing teams.
The problem with most so called ‘ABM’ tools today is that they are primarily lead-centric and don’t support an enterprise account based experience. Use these guidelines to examine your strategy, select vendors, and execute a high impact ABM program.