| | AUGUST 20228CIOReviewIN MY OPINIONIf we remember the research conducted in 2017 on B2B buyer behavior that says 71 percent of buyers conducted anonymous research during the first three months, imagine the ever-rising percentage of customers post pandemic. Today, more than ever, an adequate and empathic dynamic is required that allows buyers or investors to understand the value, share the end goal a company can offer before they decide to invest in the solution.For many years, one of the most adopted marketing strategies has been Account-based marketing(ABM), which focuses on identifying companies or accounts that are potential clients, establishing a coordinated and personalized experience with those (groups of) companies to create or identify needs for the sale of a product.While this approach is already more targeted than generic B2B multi-channel marketing, let us pause and think for a moment. Would it be even better to identify the person within those accounts? What if we can connect existing marketing technologies to run People-based Marketing (PBM) for B2B businesses?The more I think about it, the more it makes sense to me. First, B2B purchasing journeys are never linear, according to By Alice Chiu, Director, Head of Marketing, StratasysB2B MARKETING: PEOPLE-BASED WITHIN ACCOUNT-BASED MARKETING
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