What’s Working In ABM In 2020?

When most of the world went into lockdown back in March 2020, sales and marketing teams scrambled for new ways to stay close to customers and key prospects when face-to-face meetings were no longer an option.

The renewed focus on getting closer to customers and providing more relevance and interactions in all touch points has resulted in many companies upping their ante on ABM strategies overall.

In the following report, we’ll examine some of the specific strategies and tactics that have proven successful for B2B brands during this transformational and disruptive period, including:

  • How companies have successfully supplemented the gap of physical events with creative content and virtual offerings;
  • How integrated multichannel campaigns have become a more standard approach;
  • How direct mail programs have remained successful and relevant though preferred mailing addresses
  • How intent data and other data have become more critical in building Ideal Customer Profiles (ICP) and engaging target audiences; and
  • How sales and marketing collaboration has gotten stronger during this period and how that will likely become a staple of ABM success in the future.

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