Posts do fórum
12 de mai. de 2022
In Fórum de Diversidade e Produto
There’s a lot of talk around account-based marketing (ABM) in the B2B marketing realm and for good reason. ABM is an effective account-centric approach that targets high-yield accounts, and while it’s not a new concept (it’s a practice followed since the 1990s), it’s receiving renewed interest among B2B marketers due to Country Email List technology trends that are digitizing the execution of ABM strategy. Before, ABM was an extremely high-cost endeavor that represented a significant drain on the budget and human resources. Creating segmented marketing tracks, surfacing personalized content, and reacting to individual prospects’ behaviors were all done manually and could only be Country Email List supported for a small subsection of highly strategic, tier 1 accounts. But the ability to Country Email List access and make sense of new data sources, and automate key marketing activities, has made ABM a strategy that is implementable across the full spectrum of a company’s target market. Below, we’ll explore how three major technology trends have made ABM execution more efficient and scalable:1. Visibility of Digital Footprints Over the Country Email List past decade, an increasing amount of content about B2B products have become available online. Increasing inbound marketing efforts have accelerated a buyer’s access to product specifications, deployment plans, and user reviews. At the Country Email List same time, a significant amount of research by B2B buyers is being done through publisher sites, buying guide portals, technical comparison sites, social sites, and a vendor’s own website. This data explosion has created a treasure trove of digital footprints left behind by potential customers engaging with content and has allowed companies to gain visibility into the Country Email List buying behaviors of target accounts. ABM strategies are built on a company’s very ability to build target account lists based on the business needs and challenges they are uniquely positioned to address.