That the pandemic has brought uncertainty across the globe is known to all. What is still unknown is how to cope with these widespread pandemic concurrences especially for the B2B marketers. For that, they are already making every innovative approach that would enable them with better outreach while maintaining their profit margin. In such a scenario, leveraging account-based marketing (ABM) that combines sales intelligence data, advanced tools, and actionable accounts maps, etc., has become an obvious solution.
With social distancing being the New Normal in 2021 and the cut-down in Events/Conferences (where chances of in-person interactions were higher), it is undoubtedly more hectic for the marketing and sales team to connect with their respective buyers and decision-makers. Moreover, these prospects are also struggling with economic circumstances where consumers are confined with limited income to address their absolute needs. All these have led to a point where even ABM couldn’t be limited to mere personalized messages that would connect a marketer with its prospective stakeholder. ABM in 2021 demands more and has made it more obvious to leverage customized, insightful & actionable Org charts at the maximum.
Today, B2B marketers need to do all the heavy lifting and understand their target business ecosystem in depth by trusting on Business Knowledge Graphs of prospective companies. The focus is to reach out to the respective targets at the right time without a miss and also to correctly mention how they can add value to their prospect’s business in a smarter, faster, and more economical way. In due course, it has become an utmost necessity to make the connecting process more transparent and accountable which would result in trustworthy relationship growth in the long run. In a way, ABM in 2021 is and would be all about-
- More scaling than expanding for business sustainability in the long run
- Adding a higher amount of empathy than ever before
- Contextualizing every approach that ensures supporting capabilities of the respective marketers
- Maximum utilization of customized organization charts for any target company based on the target profile. Such charts should also be capable of delivering ‘insights about the company, business units, and also individuals in solution’s context’
- Having more trust on account maps that’s capable of ‘mapping the references and pain point indicators on top of the organization charts’
- Consistent alignment of the sales and marketing team as there is no place of missing any leads for any possible cracks in the process
- Ensuring to strengthen the ongoing customer's relations and utilizing the correct re-targeting model
- Making a clear campaign goal to prevent even a minimum loss of time, cost, or energy
- Ensuring a regular and consistent communication module with the help of authentic, verified accurate, and updated sales intelligence data, and others.
All these tasks can only be deployed through thorough diligence which can be ideally obtained by leveraging actionable sales intelligence solutions and intelligent account maps.
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