Leveraging conversational ABM can help retail brands better target customers during the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 07, 2020, 6:31 PM UTC

ABM tools and practices can help deliver contextual and personalised marketing throughout the customer management cycle.

Retail brands should take a conversational account-based marketing approach and feature chat options to offer convenience to consumers during the crisis. Conversational ABM tactics can enable customers to interact with brands at their convenience while also helping marketers to drive leads.

By bringing together sales and marketing tools into a single holistic conversational marketing product, retail businesses can effectively target new high-value accounts as well as retain existing customers. This approach can help companies to grow in terms of revenue while also building a sizeable pipeline for the future.

With COVID-19 pausing all in-person events in 2020, marketers should host live webinars while keeping ABM tactics in mind. But, businesses should be clear about their ABM goals in advance in order to convert event audiences into customers. 

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