Today I’d like to share a question from our current research project. The intent of the question is to help identify how complete your ABM program is, and the sophistication of each element. Subsequent questions go deeper but what strikes me here is the one page layout of what we all should be considering when we sit down to plan an ABM project.
More than the debate over proactive vs retargeted display ads, we need to know how to select targets, plan for the success of each, and create content that speaks the needs of each. Then, and only then, should we be debating the delivery of messages.
The simplistic layout of this question wraps up what we all should be thinking about when we plan an ABM program.
Take the survey today… average response is less than 2 minutes!