[rather than using one-off tactics or campaigns]
The goal of an ABM program is to surround multiple people at the accounts you are targeting.
Engage across channels they frequent, in a context that is highly relevant (this information comes from your personas).
The magic of account-based marketing stems from the orchestrated integration of multiple, cross-channel tactics.
ABM doesn’t conform to traditional metrics, so you need to define engagement metrics (coverage, awareness, interaction, impact).
Learning: ABM programs are typically smaller and more focused so you need more channels to reach and convert more of them, which is simply not possible through a single channel like email.