ABM in the age of COVID
Colleen Koslosky
admin
in Marketing
ABM is one of the most talked about and exciting topics in marketing today. But as with anything new, it can be a little scary to get started 🙈.
In today's world, it's more important than ever to create personalized experiences for your customers and potential customers.
Are you running or currently planning any ABM programs? Let us know what's working (and not working) for you.
P.S. We just released this course on all things ABM.
Comments
Just watched this session. Fantastic content. I believe right now is a good time for organizations to shift to an (Ideal) Account-based Mindset. It's time to focus in on the best-fit clients/prospects.
ABM can be especially effective right now- if marketers get it right. But it can also go very wrong, if you're not careful about coming across as tone deaf. I think the best marketing (ABM or not) is straight forward, doesn't skirt around the issues businesses face right now, and offers something of value that can genuinely help. Just my two cents! 🤓
I think you are right. Part of being tone deaf relates to empathy. The other part relates to your value proposition.
I believe that buyers don't buy products, they buy the outcomes your products deliver. You still sell the same products, however, the outcomes that your prospects and clients value may have changed.
Right now is a critical time to evaluate your message.
Here are some of my recent thoughts on the topic of shifting outcomes: https://www.revenuegrowthengine.net/blog/outcomes-clients-want-during-a-crisis-how-to-change-your-sales-and-marketing-message-in-the-short-term
I also had a great conversation with J.J. Peterson of StoryBrand on a recent episode of the Revenue Growth Podcast where we discussed this: https://www.revenuegrowthengine.net/blog/jj-peterson