Businesses should create connected and personalised experiences to build post-pandemic client base

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 11, 2020, 4:42 PM UTC

Leveraging ABM can help marketers target the right accounts and deliver personalisation at scale.

With the world slowly moving towards a new normal, businesses are prioritising what investments and purchases are essential for the end of this year. Marketers, especially in the B2B and SMB sector, should focus on engaging with their clients and building long-term relationships.

Businesses should nurture interests, consider product roadmaps and extend research in buyer journeys. With B2B audiences increasingly engaging with digital display and long-form content, marketers should create virtual events and webinars to interact with targeted buying groups and drive interest at an account level.

Leveraging ABM strategies to create personalised experiences can help marketers turn the brand's end of the year purchase intent into long-term partnerships. Marketers can further utilise biddable media to amplify awareness and engagement at scale.

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