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
