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Fuel Your Growth Strategy with Account-Based Marketing

In today's competitive business landscape, companies are constantly seeking innovative strategies to fuel their growth.

One such strategy gaining popularity is Account-Based Marketing (ABM).

I recently had the opportunity to speak with a former CMO who shared valuable insights on the time, resources, and investments required for effective ABM.

Here's what every company should know about ABM and how it can accelerate their growth.

1) The Up-front Investment:

Implementing ABM requires exhaustive initial research and planning. While the process may be time-consuming, the results are undoubtedly worth the effort. Start-ups often require agency support during the initial stages to ensure smooth operations while implementing ABM.

2) Team Collaboration and Time:

Successful ABM implementation relies on extensive collaboration and synchronization across various teams within the organization. Aligning sales, marketing, and customer success teams is essential to achieving the desired outcomes. Start-ups must invest time in planning, sharing ideas, and aligning interests to drive ABM success.

3) Onboarding and Training:

If your team chooses to invest in ABM technology platforms like RollWorks Account-Based Platform or, it is crucial to ensure that your team receives proper training. Equipping your team with the necessary skills and knowledge will maximize the benefits of ABM technology.

4) Roles Required:

To roll out ABM effectively, certain key roles are essential. These include an ABM lead who can spearhead the strategy, a graphic designer to create visually appealing assets, and a dedicated content resource to ensure consistent messaging across all touchpoints.

5) Content is Royalty:

Regardless of the ABM approach you adopt, fresh and engaging content plays a pivotal role in driving success. Creating tailored content that resonates with target accounts is crucial for capturing their attention and driving meaningful engagement.


If your team is considering ABM, it is important to understand that this strategy requires an "all hands on deck" approach. While it may demand significant resources, the potential payoff can be substantial.

By investing in ABM, companies can create personalized experiences, build stronger relationships with target accounts, and ultimately fuel their growth strategies.

Embrace ABM as a powerful tool in your marketing arsenal, and unlock new avenues for success in the competitive business landscape.

Ps: Over a decade of focusing and helping our stakeholders achieve 2x revenue growth, one of the top three gaps we had to address was related to transformation of the marketing function. Sure, sales is out front and instrumental in dealing one on one with the prospect or client but they can't do this alone.

Enter the CMO! Chief marketing officers (CMOs) know that driving efficient growth is a top priority. But in today’s volatile environment customers are unpredictable. Cross-functional collaboration can be a struggle and traditional sources of brand value are eroding.

To meet these challenges, CMOs need to adapt their strategies for efficient growth in a high-velocity world. The current environment demands a relentless focus on using digital to create customer value, advancing cross-functional goals and optimizing shifts for brand value.

Matt Slonaker Founder & CEO of M. Allen (E) (W)

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