Digital Marketing Guides & Strategies

The B-to-B Marketer’s Guide to the New Age of Account-Based Marketing, 2019 | Merkle

Digital Marketing

Account-Based Marketing (ABM) is a structured approach to developing and implementing highly customized sales and marketing campaigns for single accounts, prospects, or partnerships. By treating each client as a market of one, you can broaden and deepen your relationships with individuals at key accounts as well as increase awareness and demand for your services and solutions.

Measurement Best Practices:

  1. Make sure your media agency designates a key to tie together data across multiple reporting platforms.
  2. Determine which KPIs map back to your company’s overall business goals.
  3. your media agency will determine proxy metrics that correspond with future sales to measure performance in the short-term.
  4. Determine a reporting cadence with your media agency that will allow you to adjust your spending or goals or to refine your account list.
Build a tech stack that addresses your goals and can easily scale ABM 2019

A Figure Shows The Tech Stack That Can Addresses Your Goals and Can Easily Be Scaled.

The Contents of “The B-to-B Marketer’s Guide to the New Age of Account-Based Marketing, 2019” Guide:

  • Step 1: Determine your target.
  • Step 2: Be very clear about your goals.
  • Step 3: Determine your messaging & media.
  • Step 4: Determine how you’ll activate.
  • Step 5: Determine how you’ll measure.
  • Step 6: Address potential roadblocks.

Number of Pages:

  • 31 Pages.


  • Free.


Merkle is a leading data-driven, technology-enabled, global performance digital media agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices.For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios.Merkle’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies.Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage.With 9,000+ employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network.

Merkle Scope of Services:

  • Customer Experience
  • CRM & Loyalty
  • Data
  • Performance Media
  • Analytics
  • Marketing Technology
  • Customer Strategy

Merkle Top Clients:

  • Tesco PLC
  • Aviva
  • NOW tv

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