Thank you to Ginger Conlon (@customeralchemy) and Jason Compton for a great Account Based Marketing article in Direct Marketing News! “The Magic of Account-Based Marketing“.
Jason really pushed himself to conceive original and powerful content. He conceived 5 elements that “prequalify an organization to look deeper at ABM” –
- A B2B model
- High-value offering with high consideration requirements
- An account based sales model
- Deep understanding of the existing buyer experience and challenges
- Willingness to look for prospects and opportunities outside of the traditional funnel
Jason did an excellent job triangulating the new research from the Account Based Marketing Consortium to the voice of these important thought leaders.
Those who know how to deliver a high-performance ABM program know that it takes more than a catchy phrase or new top 10 list. ABM catalyzes for B2B marketers many of the proven direct marketing strategies proven over decades of testing, across millions of programs. It starts with understanding and targeting a high value audience, crafting strategy and content to acquire engagement, and campaigns to deliver and track response.