Marketers need to focus even more on both personalization and a personal touch in every aspect of executive engagement. In response to rising expectations, B2B marketers are moving as fast as possible to integrate the data, tools, and processes required to market to segments of one. In the connected economy, B2B buyers (PDF) want to engage with companies that provide highly-tailored ideas and information oriented to their specific business, industry, role, and situation. ITSMA research will investigate how marketing organizations can maximize ABM impact with blended approaches, cross-company collaboration, martech tools, ABM ecosystems, and integrated programs that provide depth and breadth across multiple tiers of priority accounts. Collaboration is key-across marketing, with sales, and across the entire organization.Īlthough ABM is still in the early days, there’s great potential to grow with stronger teams and more effective approaches. Winning with ABM requires greater investments in more personalized approaches, expert skills, dedicated resources, and appropriate tools and technology. ![]()
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