HomeResearch Articles Account-Based Marketing: Post-Pilot Expansion

Account-Based Marketing: Post-Pilot Expansion

  • When an account-based marketing (ABM) pilot is complete, the next step is to plan how to incorporate this approach into ongoing marketing strategy and execution
  • Use the results and lessons learned from the pilot to define the breadth and structure of future ABM efforts, along with the resources and level of change required
  • Create a central team to develop a consistent strategy and serve as an ongoing resource for ABM execution that is distributed across the marketing organization

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