How to create, operationalize and maintain a target account list
The target account list forms the foundation of Account-Based Marketing. Contributor Peter Isaacson explains different approaches and ideas you can employ for assembling this key strategic element.
One of the biggest misconceptions people have about Account-Based Marketing (ABM) is that it takes a lot of work to get an ABM program off the ground.
Too often, B2B marketers are scared off by consultants telling them that they need six months to undergo a change management exercise or an army of contractors or technologies to map processes and fill out templates. The truth is, you can actually stand up an ABM program pretty quickly and get strong results.
In fact, I would argue that the best way to get going with an ABM strategy is to start simply, move quickly and then expand from there. All you really need is a room of smart marketing and sales folks, a rough understanding of the companies you want to go after, and you’re off to the races.
In the article below, I’ll share how you can create, operationalize and maintain your target account list in a few easy steps.
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