Make sure you’re delivering experiences to buyers with the right level of targeting.
If your customer is a business, there can be multiple decision-makers and influencers within an organization to engage. That’s why many teams implement an account-based marketing (ABM) strategy.
In doing so, marketers need to deliver the experiences and content that are appropriate depending on how advanced the prospect is in the buyer’s journey. This means organizing a strategy around the various levels of engagement that your marketing team reaches with their target.
“It’s our job to make the connections with buyers in the channels that they’re in, and that now requires more digital touchpoints and involves more individuals in the decision-making buying group,” said Stephanie Swinyer, precision marketing company Integrate’s head of revenue marketing, at The MarTech Conference.
First, you need to know how many individuals within the organization that you plan to communicate with for a given message or experience. Then, line these strategies up with actual companies in your target market or region.
