s e s s e c o The most effective r M p B III 7 A t e r a h ABM tactics P T OK, so we’ve covered the major tactics used in What specific tactics are most effective for ABM? Account Based Marketing, but which ones actually Choose up to three. work best? ITSMA asked ABM practitioners of each style of One-on-one meetings 40 ABM what specific tactics were most effective. Custom thought leadership 36 The conclusion is clear: no matter which style of ategic Innovation days ABM used, the most effective tactics involve Str 35 custom, human interactions. If you want to drive Executive engagement 34 ABM success, you can’t remove the human touch 0 10 20 30 40 50 60 and value-added customization. One-on-one meetings 49 E-mail marketing 47 Scale Executive engagement 23 Custom collateral 21 0 10 20 30 40 50 60 E-mail marketing 60 One-on-one meetings 30 ammatic Account advertising 30 ogr Direct mail 23 Pr 0 10 20 30 40 50 60 Source: ITSMA, Account Based Marketing Benchmarking Survey, March 2016 86