Common elements of successful ABM strategies

This MarTech guide looks at why B2B companies use ABM software and describes the key elements of successful ABM strategies.

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B2B marketers have employed account-based marketing (ABM) for well over a decade, but the approach has quickly begun gaining currency over the past few years and that growth is expected to continue. Forrester predicts that, by 2025, account-based marketing will become the main way most B2B companies identify, plan, manage, and measure buying and post-sale activity.

What goes into a successful ABM strategy? Best practices that have emerged focus on these five core areas:

  • Data enrichment
  • Account targeting.
  • Personalization and/or predictive recommendations.
  • Interaction management.
  • Performance measurement.

MarTech’s Account-Based Marketing Tools: A Marketer’s Guide discusses each of these ABM strategy elements in more detail and shows how ABM platforms help marketers achieve these strategic objectives.

Also included in this free 56-page report are profiles of ABM tools vendors, capabilities comparisons and recommended steps for evaluating and purchasing. Visit Digital Marketing Depot to get your copy now.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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Digital Marketing Depot
Digital Marketing Depot is a resource center for digital marketing strategies and tactics. We feature hosted white papers and E-Books, original research, and webcasts on digital marketing topics -- from advertising to analytics, SEO and PPC campaign management tools to social media management software, ecommerce to e-mail marketing, and much more about internet marketing. Digital Marketing Depot is a division of Third Door Media, publisher of Search Engine Land, MarTech and producer of the conference series Search Marketing Expo and MarTech. Visit us at

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