Decide between LBM and ABM

- [Instructor] So how do you decide…how you're going to go about this?…Are you going to do a lead-based strategy?…Are you going to do an account-based strategy?…Will you do a combination of the two?…Here are some questions that you might want to ask.…Do we sell into large enterprise companies?…Does my sales team have a list of target accounts…that they go after?…Another question to ask yourself…is do I have the resources and budget…for a full target account strategy?…Do I have measurements in place…for a target account strategy?…And then finally,…do I have a good understanding…of my total addressable market?…So this is something very important here.…

Target account marketing in an ABM strategy…works very well if you know who you should be selling into,…your total addressable market.…So you need to know all the various attributes…of the companies that you are selling into…in order to make this successful.…If you're just starting out…or a small company or still growing,…you might not have a good understanding…of your total addressable market.…