ABM resources should be shifted from broader marketing and sales to a more targeted approach

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 16, 2020, 4:16 PM UTC

They should then figure out tools, tactics and campaigns that would best support those strategies.

Businesses should focus their Accounts Based Marketing (ABM) resources on accounts that are most likely to make purchases. This piece suggests target accounts should be chosen based on company size and estimated revenues.

Marketers should combine first-party insights with third-party data to measure active demands from prospects. They should also automate activities throughout customers’ journey to execute the complex, multi-channel and cross-discipline interactions within their account-based strategies.

Finding the right channel mix to deliver the messages can help businesses ensure effective communication with the customers. Brands can leverage webinars and emails to connect with their customers. But, they should keep the email list selective and messages personalised and relevant.

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