While the surgeon’s office is filled with anatomical models and framed degrees, and a place of clinical science, the CFO’s office is filled with spreadsheets and monitors and a place of cold math.
Red House, an award-winning B2B marketing firm now in its 24th year, has been named a 2026 Agency of the Year by Chief Marketer, the leading information resource for Fortune 1000 marketers. The recognition reflects Chief Marketer’s mission of recognizing the firms driving measurable impact, elevating brand storytelling, and shaping the future of marketing.
Download the latest SmartGuide to help your organization begin or evolve your ABM programs, including an overview and the four phases of ABM, tools & platforms and how to get started.
Assuming you read my previous post , you understand the basics of ABM. So, let’s start with what you’ve completed since then:
Vetted and segmented list(s) (both companies and contacts)
Planned—and programmed—an appropriate contact cadence
Developed a content calendar, mapped to your audiences’ functional roles
Next comes the most important part: Measuring and monitoring your program.
At Red House, we’ve been executing ABM programs in various forms for over a decade. We call it “narrowcasting,” and it works amazingly well. You’ll notice a lot of companies moving to ABM perhaps because it’s “the next big thing,” but before you join them, proceed with caution. ABM isn’t a quick fix.