ABM, or account-based marketing, is a strategy B2B companies are using to target and attract high-quality leads from key accounts. When used correctly, ABM can be a very effective tool for nurturing target leads through the funnel.
ABM is a strategy all B2B companies should consider, but with so many moving parts, it can be difficult to figure out where and how to start. To help clear up some of the confusion, 3Q Sr. Ad Operations Manager Jamie Gungler put together a comprehensive roadmap: ABM Strategy: A Guide to Effective Account-Based Marketing.
Jamie’s aim was to create one resource that covered the breadth of what she’s learned about ABM, incorporating her own firsthand experience:
“There are a lot of great resources to learn about ABM out there, and it’s difficult to absorb everything. I wanted to help explain ABM and include some of the points that were important to my clients’ success. This includes what you need to get started, how to break out targeted account lists, and ways to measure success.”
Also included in the comprehensive guide:
- Whether or not ABM is a good fit for your brand
- What you need to get your budget, campaigns, and data in the right place
- How to set up your lists, creative, and measurement strategies for success