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- At SiriusDecisions Summit 2019, two organizations that exemplify best-in-class account-based marketing were recognized
- This blog post follows one winner, JLL, from recognizing its challenges to finding effective solutions
- Through implementing best practices, JLL saw tangible results, including $7 million in pipeline created or supported
- When designing a comprehensive account-based marketing (ABM) strategy, it is a key requirement to deliver advertising assets to audiences in specific accounts with custom messaging
- Account-based digital display advertising allows marketers to generate higher clickthrough rates, web engagement and pipeline
- Best practices for account-based digital advertising focus on areas such as piloting, testing and personalization
- Companies can utilize a named-account account-based marketing (ABM) approach, grouping accounts to achieve scale.
- When planning for a named ABM pilot, have sales and marketing collaborate in person for aligned outcomes and a fast start.
- Companies that are successful in large account account-based marketing often cite marketing and sales alignment as the single most important factor of success
- Sales and marketing working together in one room for a full day on joint account planning can be very powerful for jumpstarting an ABM pilot
- Sales and marketing benefit from jointly developing a common language, aligning on goals, and developing concrete plans