Good Account Based Marketing doesn’t just happen. B2B marketers must first build a solid foundation to support their teams in an account-based world.
As Harvard Business Review explains, “Only when data is organized and integrated does it open up a true perspective on every touch point and allow organizations to optimize each step of the customer’s journey.”
When account-level information is spread across numerous disconnected systems and leads don’t tie to accounts, you’re unnecessarily wasting your time, energy and resources. Stale data and duplicate records cause just as much of a problem for ABM teams.
Use this checklist to ensure a solid foundation for ABM success.