B2B marketers promoting specialized solutions to a specific, concentrated group of typically larger, enterprise prospects should consider implementing account-based marketing ( ABM). This targeted approach allows for more relatable messaging and can lead to more value from marketing budgets.
Customer advisory boards (CABs) should be a cornerstone of any successful ABM initiative. Understanding and ranking existing customers can help with recruitment for CABs, as well as understanding buying processes and market influences. CABs also create alignment between sales and marketing teams.
CAB members, who are typically long-time users of the company's products and invested in its direction, can also serve as references and brand champions. A robust CAB program should be the first step in implementing a successful ABM program.
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Implementing ABM? Why a Customer Advisory Board Should Be Step One
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