s e s s e c o Tactics to r M p B III 7 A t e r a h activate ABM P T The tactics that ABM marketers use the most include: Yes, there are other tactics — and new ones emerging all the time — but these are the staples • Field events of any ABM program. • Direct mail • Human outreach (AE, SDR, executive) This is where ABM gets activated. • Account advertising • Web personalization Let’s look at them in turn. 72