Marketing Tactics – Learn the three elements you need to

Learn the three elements you need to succeed with Winning by Design Shari Johnston‘s account based marketing tactics. Account Based Marketing Definition: Also known as ATMs, it is a strategic marketing approach that allows you to target specific business customers rather than using a oneon-e approach. Mr. Johnston revealed two key areas that are driving companies to adopt an account-based marketing strategy. Mr. Johnston said the application of account based marketing tactics is an evolving process. For this reason, Johnston believes that marketing is the equal owner of the data set and knowledge that enables companies to implement this approach. We asked Johnston if there are situations where account based marketing tactics are not the best solution. Johnston calls it “the art and science of selecting lists of target accounts,” because ideas based on data must be used, while art can be applied to them. Shari Johnston is a partner in the practice of account based strategy and leads Winning by Design. The demand base is strong on the data side – you can actually provide account data to support your strategy, while Engagio includes engagement data so your team can see each account’s performance early. Johnston admitted that this is where many companies are confused because there is no clear ownership of the list of target accounts. Johnston said her previous experience was a passion because she wanted to support new businesses with an account based strategy. Implementing account-based marketing tactics within your organization requires a marketing transformation. Implementing the ATM strategy aligns sales and marketing and helps them cross the line. Applying account-based marketing tactics transforms the market. As Johnston said, aligning marketing and sales is the biggest challenge. However, “it” ensures that there are providers of account based marketing technology that can help you operationalize it and speed up the process.