Internal and team factors
There are a few people and process considerations to cover when it comes to running successful ABM campaigns.
The big one first. Are your marketing and sales teams aligned closely enough? You’ll need to plan and execute ABM together. Both teams should be involved in the strategy, account mapping and content planning but you also need a clear process for handover between marketing and sales.
When leads hit the right level of engagement, you want the experience to be fast and slick. I often recommend that clients appoint a “lead catcher” to coordinate: sales response.
Beyond this, you’ll need internal resource including access to leadership and subject matter experts to support content generation.