Choose an account-based marketing tool

1. Define your budget and account-based marketing campaign goals.

Some examples are finding accounts, building a list of targets, delivering personalized content, and proving value.

2. Ask yourself what success will look like for each goal, and develop a success metric to measure progress toward it.

3. Rank your goals in descending order, from most to least urgent.

4. Define your ABM strategy and run a pilot program to discover company and individual insights in your industry that are hidden from view.

5. Access Forrester’s Wave report to research different ABM tools, their features, and customer reviews.

6. Rate each contender based on their capacity to help you meet your most important goals and make visible the insights that you need.

7. Pick the highest-rated contender that's within your business's budget.