Time for an ABM Tune-Up: Seven Q4 Tips for B2B Marketers

Q4 for B2B marketers is a time to take advantage of their Account-Based Marketing ( ABM) approach to improve insights, communication, and accuracy. Common challenges include lack of resources, misalignment between Marketing and Sales, difficulty developing target account personas, and difficulty predicting who is most likely to buy. To get their ABM in shape for Q4 and beyond, marketers can use the following tips.

1. Learn from your best customers

Your best customers provide insights that inform your priority list. Do a deep dive to find as many companies in their industry as you can and be open to new markets. Analyze cyclical spending by customer and industry, and use intent data to build a new ABM file every 10 days.

2. Let intent be your guide

Intent signals can help you determine who is in the research phase of their purchasing journey and inform your content and messaging. Also, learn about your competitors and rethink sales territories to move in on their turf. Make sure your account teams have enough leads to work with.