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How to create, operationalize and maintain a list of target accounts

One of the most common misconceptions about account marketing (ABM) is that it takes a lot of work to launch an ABM program.

Too often, business-to-business marketers are scared off by consultants who tell them that they need six months to perform a change management exercise or an army of contractors or technologies to map out the processes and fill the models. The truth is, you can actually get up an ABM program pretty quickly and get good results.

In fact, I would say that the best way to go forward with an ABM strategy is to simply start, act quickly and then grow from there. All you really need is a smart marketing room and sales people, a rough understanding of the companies you want to pursue, and you're on your way to shopping .

In the article below, I will explain how you can create, make operational and maintain your target account list in a few simple steps.

[Read the full article on MarTech Today.]


The opinions expressed in this article are those of the invited author and not necessarily Marketing Land. The authors of the staff are listed here.


About the author

Peter Isaacson has more than 25 years of marketing experience in B2B and B2C marketing, ranging from branding, advertising, corporate communications and product marketing to business. global scale. As CMO for Demandbase, Peter is responsible for overall marketing strategy and execution, including product, corporate and field marketing. Prior to joining Demandbase, Peter was Marketing Director at Castlight Health, helping to develop the company and develop the marketing team prior to his successful IPO. Peter made his advertising debut, working in agencies in New York on accounts ranging from Procter & Gamble to Compaq computers.

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