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6 Traits

Of Successful

Account-Based Strategies

BY ANDREW GAFFNEY

B2B companies are beginning to realize that it is a balancing act to effectively develop account-based initiatives that drive engagement and revenue.

In a recent whiteboard session, Andrew Gaffney, Editorial Director at ABM In Action, shared six recurring attributes the publication has observed within strong account-based strategies. He also highlights some best practices and key takeaways from the variety of inspiring use cases spotlighted in past issues.

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Focusing on building out ideal customer profiles (ICP) and total addressable market to find fits for your offerings.

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Developing and executing coordinated plays across marketing and sales with expected outcomes.

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Having focused, tailored messaging and content for different verticals and sectors—in a scalable manner.

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Collecting and aggregating all the contacts and data you need to communicate and engage with target accounts across a variety of channels.

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Looking beyond campaigns to understand the lifetime of engagement within a target account.

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Leveraging that data to identify new topics and channels that are relevant to stakeholders within accounts.

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Click here to view the full video
for more in-depth tips.

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