From the course: Account-Based Marketing Foundations
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Building a 360-degree account view
From the course: Account-Based Marketing Foundations
Building a 360-degree account view
- Imagine sitting down for a meal at a nice restaurant and before you even look at the menu, the server bring out your dinner. The chef spent hours preparing it, and it looks great except you're allergic to half of what's on the plate. You're probably never going back to that restaurant, right? Well, when marketers build campaigns without knowing what their future customers want, they're sending out meals that will most likely go uneaten. In Account Based Marketing, or ABM, it's crucial to meet your target audience where they are. That requires you to know everything about them. I call this getting a 360 degree view of each and every individual account. To do this, you will build an account intelligence database from lots of data sources. In fact, account intelligence and ABM uses some of the most cutting edge data techniques of any marketing discipline. But getting started can be easy. To build a 360 degree account view, you need to look at two types of account data. Fit data and…
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