Don’t derail ROI before you even launch.
Join an analyst briefing or read any trade publication, and sure enough, you’ll realize the account-based marketing (ABM) renaissance is very, very real. And for good reason: Results from integrated ABM efforts are impressive compared to standard sales and marketing efforts.
Here’s the catch: ABM isn’t a channel. Just like it’s not a service or product, it doesn’t fit into a box. It’s a coordinated cross-channel effort between your sales and marketing teams, and it takes an array of services and products to engage the right stakeholders within a vetted account universe.
If the above sounds like more trouble than it’s worth, then consider the endless studies which highlight how ABM produces increased lead generation, greater brand awareness, and more qualified sales opportunities.
So, what separates winning ABM strategies?
Download ZoomInfo’s eBook to learn about the most common ABM pitfalls—and most importantly, how to avoid them—including:
- Poor account selection processes
- Inadequate contact inventories
- Wasteful technology and service spending
- Inefficiently personalizing messages at scale