During unstable times, such as a pandemic or war, companies often reduce their marketing budgets as they prepare for reduced revenue and volatility. In fact, last year saw the most significant drop in recent history. It often takes several months for companies to adjust to the new “normal.”
In the past three years, enhancing your digital presence has become imperative. It’s key to building brand awareness, generating leads, and driving business. And with it comes the budget. But it’s not cheap. It’s expensive to create webinars, videos, hire moderators, ticketing systems, digital swag, and more that help you stand out from the competition.
Is this still a practical strategy?
Marketing strategies have changed, creating a need for personalized and authentic experiences. To maintain a steady flow of sales, businesses must evolve and adapt quickly. During the pandemic, companies cambodia phone number library have had to recalculate spending, consider benchmarks for generating growth, and look for alternative ways to engage.
Over the past year, we’ve proven that we can return to a pre-Covid lifestyle by resuming live events. Nothing beats a face-to-face encounter. However, marketers still need to consider those who don’t attend live events in person. So while companies want to be “where it matters,” they can’t ignore their digital investments and should consider relatively new approaches.
Marketing strategies must combine different parts that work together and should be continually adjusted based on what works better. Reaching new and very specific customers cannot rely solely on “spray and pray,” where you throw a net into the water and catch whatever “fish” you can.
Account-Based Marketing, and How It Relates to the Brand Promise
If a vendor wants to capture a specific account, then it would be best to consider Account-Based Marketing (ABM). ABM is about presenting yourself to an account and its multiple stakeholders in a more how to rent a home in burnaby personalized and tailored way. Generic copy/paste and email blasts are not enough. People are less attracted to “one size fits all” strategies and are looking for additional personalization.
Earlier this year, I published an article titled “Eight Tips for Building a Successful Customer-Based Marketing Strategy in 2022” that emphasized the importance of creating honest, hyper-personalized snbd host marketing campaigns and messaging. This means increasing your focus and budget on content that meets the needs of the accounts you’re interested in attracting. It requires more effort, but it’s also more likely to connect you with the customers you want.
Marketers can either cast a wide net or fish with ABM. If a company can sell to all segments, all industries, multiple personas, and sell well, then ABM may not be for you. But companies moving from small business sales to enterprise sales should consider ABM.