Account based Marketing and Dynamics CRM

Some useful notes and links here  from Steve Mordue , CEO of ForceWorks on Account-Based Marketing, and ways to adapt the native behaviour of Dynamics 365 to support it.

Beyond his suggestions I think the following are key in terms of building and information base about your target accounts:

  • acquire as much contextual information about accounts as possible, via both automated and human sources
  • whilst acquiring as much data as possible about individual customer interactions on touchpoints, put significant effort into linking those individuals to an account
  • when customising the touchpoint experiecne for an individual, take into consideration their account context, including other recognised individuals


Proactive application of technology to business

My interests include technology, personal knowledge management, social change