Building a 360-degree account view

- Imagine sitting down for a meal at a nice restaurant…and before you even look at the menu,…the server bring out your dinner.…The chef spent hours preparing it,…and it looks great except you're allergic…to half of what's on the plate.…You're probably never going back to that restaurant, right?…Well, when marketers build campaigns…without knowing what their future customers want,…they're sending out meals that will most likely go uneaten.…In Account Based Marketing, or ABM, it's crucial…to meet your target audience where they are.…

That requires you to know everything about them.…I call this getting a 360 degree view…of each and every individual account.…To do this, you will build an account intelligence database…from lots of data sources.…In fact, account intelligence and ABM uses some…of the most cutting edge data techniques…of any marketing discipline.…But getting started can be easy.…To build a 360 degree account view, you need to look…at two types of account data.…

Fit data and behavioral data.…Fit data is the most straight-forward.…