HomeResearch Articles Named-Account Marketing Planning

Named-Account Marketing Planning

  • Today’s b-to-b sales and marketing leaders are increasingly interested in an approach that delivers marketing treatment to a list of specific named accounts
  • Named-account marketing features strong joint engagement between sales and marketing, significant levels of account insight, and account-based customized activity
  • When planning named-account marketing, ABM leaders should consider a four-step process to deliver a one-page marketing playbook that summarizes the customer-facing activities for multiple segments of accounts in an easy-to-digest visual representation
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