Account-based marketing (ABM) strategies are transforming in response to changes in customer behavior and technology. At the MarTech Spring Conference, experts emphasized that ABM is now integral to go-to-market strategies, moving beyond lead generation to deeper alignment between sales and marketing. Key aspects include prioritizing data hygiene for campaign success and utilizing data enrichment tools. This approach helps companies deliver hyper-personalized experiences to accounts while optimizing operations and ensuring accurate data management, ultimately enhancing customer engagement and marketing effectiveness.
Data hygiene is a foundational aspect of every ABM strategy, as the quality of data directly impacts the effectiveness of marketing campaigns.
Alignment between sales and marketing teams is crucial for success in ABM, facilitating the delivery of personalized customer experiences.
#account-based-marketing #b2b-marketing #data-governance #sales-and-marketing-alignment #hyper-personalization
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