As the maturity of account-based strategies within the B2B marketplace continues, practitioners are finding that a unified organization around account frameworks and goals consistently leads to more authentic relationships with current and potential customers.
This was the main topic of discussion amongst attendees and speakers at the 9th annual #FlipMyFunnel Conference in Boston. Speakers and industry thought leaders agreed that while the tech landscape enabled many practitioners, it also prevented many from offering authentic, human-like customer experiences. The adoption of account-based strategies has helped organizations begin to reassess their go-to-market strategies to increase efficiency.
B2B organizations are beginning to see better engagement with their audience, whether it’s through marketing automation software, CRM or other channel-specific technology.