John Arnold

Does your account-based marketing (ABM) dashboard include these six critical reporting dimensions? Forrester analyst John Arnold shares the key elements of compelling ABM performance stories.

• B2B purchase decisions are made by buying groups with intent, and whole buying groups are increasingly hard to reach and activate
• With an effective B2B advertising strategy, organizations can reach buying groups with creative, personalized messages, but they must approach advertising broadly and strategically to be successful
• The SiriusDecisions B2B Advertising Framework defines the key elements of B2B advertising to help marketers implement holistic, integrated advertising strategies

• B2B advertisers should carefully weigh the pros and cons of account-based advertising
  
• Account-based advertising can cost more, but it can be worth it if all benefits are leveraged
  
• Scale and efficacy are keys to achieving success with account-based advertising programs

• Customer-centered communication is key to recovering lost opportunities from event cancelations
• B2B sales reps can maintain meetings on their calendars by continually reinforcing reasons to meet
  
• Remember to leverage available technologies when recovering opportunities

• Virtual events executed using the right approach can prove to be very valuable to attendees
• Although they lack face-to-face interaction, virtual events compensate with other benefits that are missing from live events
• Communicate the value of your virtual event to help invitees justify their attendance

• Demand marketing and account-based marketing (ABM) are rapidly evolving, causing confusion in the marketplace
• B2B marketers are eager to define and combine ABM and demand marketing strategies
• The “grizzly bear strategy” is a metaphor that marketers can use to help plan demand and ABM programs