In the world of B2B marketing, the landscape is constantly evolving and expanding within communications, media, and technology companies. The sales cycles are becoming more complex and lengthy, causing buyers to seek a differentiated experience that caters to their individual needs.
Despite being more informed than ever, B2B customers are also overwhelmed by the deluge of information, leading to uncertainty and stress. The solution? Account-based marketing (ABM)!
The ABM approach involves driving account prioritization, creating efficient sales conversations, leveraging customer data for personalization, and tracking effectiveness. By unifying customer data from across the business, ABM can efficiently segment and deliver relevant content across every channel, while also maximizing ROI by identifying and acting on campaign performance.
To stand out in the competitive space of communications, media, and technology marketing, it's important to go beyond personalized customer experiences and adopt an account-based go-to-market strategy. With an account-specific focus, marketers can better understand campaign effectiveness, optimize marketing performance, and increase overall account engagement.