The author recommends using content marketing to engage existing small business accounts.
B2B marketers considering extending their account growth strategies to small businesses must primarily understand the needs of those businesses and how they can be fulfilled. The author recommends tactics that B2B marketers can use to increase growth from small businesses.
Account-Based Marketing (ABM) is a crucial approach that can help marketers identify their already existing “best customers”. Instead of sending highly-tailored messages to small businesses, the author recommends using content marketing to familiarise them with the product ranges and their use cases.
Through buyer enablement, marketers must provide small business owners with content that grows their confidence in their choices, aligns them with the brand and motivates them to learn something new about their needs. This content can serve the marketer’s account growth as well as new customer acquisition needs.
[7 minute read]