Megan Heuer, Executive Consultant, tackles this controversial question brilliantly. Her key insight: When your ICP includes hundreds or thousands of potential accounts, you need a targeted marketing approach that matches your cost structure. Programmatic ABM delivers cost-effective engagement at scale to support your growth.
Megan’s framework for success:
Know your customers (even when there are many)
Focus on the right use cases
Leverage technology effectively
Remember it’s a team sport – collaboration is essential
Programmatic ABM is particularly powerful for customer marketing and retention, not just acquisition.
Read more from Meg in Chapter 8 of Bev Burgess‘ new book on Account-Based Marketing., available from Kogan Page or on Amazon.
Meg Heuer
Megan is a B2B leader and expert with more than 25 years in industry and professional services roles. She knows first-hand how new ideas, technologies, and well-managed change can improve business results.
Megan’s experience includes a combination of advisory, practitioner and consulting roles. She is best known for leading the Research and Advisory organization at B2B analyst firm SiriusDecisions (acquired by Forrester), where she founded and led their account-based marketing (ABM) practice.
Megan has held several senior marketing roles in the technology, business services and manufacturing industries as well as consulting roles at Winning by Design, Gartner, Satmetrix, and The Peppers and Rogers Group. Today, Megan co-hosts a weekly video podcast on LinkedIn (Account-based Fridays), featuring advice from go-to-market leaders and experts.
