ABM in 2021 should look distinctly different than in 2020. But that doesn’t mean a return to 2019 strategies and tactics. A distinct approach will be required.

One trend has held true from past recessions and disruptions: companies that win during a time of transition will earn a sustained edge in the future. Leaders can leverage ABM as a key strategy to drive this advantage, starting by challenging the underlying assumptions that define their programs and stress-testing them for 2021 effectiveness.

In this whitepaper, we'll revisit the four Cs that drive ABM success:

• Companies: Does your target account list accurately reflect current market potential? Or past conditions?
• Contacts: Do your persona definitions and decision-maker lists reflect recent changes to technology buying roles?
• Communication: Is your messaging flexible enough to bridge between immediate “fix it” needs and longer-term transformational strategies?
• Conversion: Are you extending ABM support far enough along the entire customer journey? June 2020 we asked executive-level Fortune 500 technology buyers in the Emissary human intelligence network how things were going. Were they buying technology solutions? If so, what was on the wish list? And why? They told us that they were still buying technology, though perhaps in different categories than before and with different processes.