Match the investment to a specific account opportunity
Account-based marketing is worth considering when an identifiable account challenge warrants concentrated effort: regaining momentum with a top-tier customer, making an offer relevant to a particular account, or supporting a significant sales opportunity. The Frameworks argues that ABM is a strategic brand communication exercise, rather than a target list with better creative.
Start by identifying which accounts matter to growth, who influences their decisions and what the communication needs to achieve. The Frameworks builds one-to-one or one-to-few programmes around that understanding, with the aim of strengthening relationships and moving specific accounts forward. The practical test is whether the opportunity needs account and stakeholder understanding that the usual marketing approach cannot provide. Because ABM is a more involved undertaking, the reason to invest should be a defined commercial challenge, not simply a desire for more personalised campaign materials.
Sources: Understanding ABM in five steps, Account-Based Marketing | The Frameworks