HomeResearch Articles Assessing Data for Named-Account and Industry Account-Based Marketing Planning

Assessing Data for Named-Account and Industry Account-Based Marketing Planning

  • Deploying targeted and personalized account-based marketing (ABM) at scale requires access to sufficient levels of account and contact data
  • ABM leaders must assess the completeness of existing data by evaluating attributes in three categories: required, recommended and robust
  • Knowing what data is available – and what gaps exist – helps to prioritize database improvement efforts
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