Forbes Contribution: Using Your Customer's Buying Journey to Create an Effective ABM Strategy
B2B organizations who leverage account-based marketing (ABM) stand to gain a streamlined funnel of highly-targeted accounts. Yet an ABM program can quickly become expensive.
So how can companies effectively manage their ABM programs?
Founder Hamid Ghanadan advises a strategy that relies on a deliberate content strategy for your customer’s buying journey. He told Forbes:
“Consider all the stages in your customer's buying journey and create different types of communication for each step in that journey. That way, depending on which piece of content they engage with, your sales team will know exactly where they are on their buying journey, meet them there, and pick up the conversation from that point, making it easier to for your team to manage communication.
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