What You Need To Know for ABM Success

By Matt Heinz, President of Heinz Marketing
“Salespeople rarely talk about how many leads they’ve closed – they talk about accounts they win,” says Brandon Redlinger, Director of Growth at Engagio. 
B2B has never been about individual leads, but rather accounts. You must support long, complex sales that involve many stakeholders at each target account.
Instead of spending sales and marketing resources on large amounts of individual leads, account-based marketing (ABM) focuses efforts instead on deepening engagement with a select group of target accounts most likely to generate the most revenue.
I asked Brandon to give his perspective on the most important components of ABM, and what B2B organizations need to achieve success within an account-based world. Here’s what he had to say:
First and foremost, find the right leader for your ABM team.
Great companies are built with great people. And great ABM programs are no different. That’s why you must find the right leader for