HomeResearch Articles Selecting Marketing Tactics for Large Accounts

Selecting Marketing Tactics for Large Accounts

  • Rather than a standard set of tactics, ABM requires a standard planning process that systematically nominates and selects tactics based on account attributes and available resources
  • Planning needs to start with account goals, leverage a rich understanding of the account and the contacts within the account, and match tactical ideas with internal resources
  • ABM marketers should be open to experimenting with new technologies and tactics
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