The key to successful ABM really comes down to two things; data and personalisation.
The right data is needed to ensure you’re targeting the right people in the right accounts. This includes intent data so your sales team are armed with the insights to have a more powerful, in-depth conversation.
Then all sales and marketing communications need to be personalised towards your chosen accounts’ industries, markets and challenges.
Finally, all this data and personalisation should continue to feed into each other, giving you consistent insights to keep creating more of it – ultimately making your ABM extremely effective.
Sounds easy right?
Well, of course in reality it comes with a host of challenges and complications, and many businesses struggle with knowing where to start.