B2B buyers go on a very different journey than they did just 3 years ago. The explosion of readily available vendor content on the internet has given buying groups more information than ever before, right at their fingertips.
According to Gartner and Forrester, enterprise buying groups now prefer to conduct most of their own research online, anonymously, rather than meeting with sales representatives. This gives them significant power in the seller/buyer relationship and makes coordinating the right marketing messages and channels critical throughout the sales cycle.
This new, anonymous buying habit and the abundance of different digital marketing channels can leave today’s B2B marketers feeling lost and asking questions like:
- Which accounts should I target?
- When is the best time to target key accounts?
- What channels are best for the awareness, consideration and decision stages?
- When should we inform sales reps about key account engagement surges?
Given the complexity, many marketing teams choose not to act at all, putting off business growth opportunities for fear of missing the mark. But doing nothing just leads to confused customers, lower sales & marketing ROI and marketing budget cuts.
Modern marketing and sales teams now need a new way to seize the opportune moment at every stage of the buyer’s journey. Marketers must deploy digital selling, this means engaging the right accounts, on the right channels, with the right message, at the right time. Omnichannel account-based marketing (ABM) is specifically designed to help educate buyers before and during their journey, then provide them with the solution at the decision phase.
Whether it’s 10 or 1000 target accounts, ABM with omnichannel sequenced messaging is the best course of action to drive awareness, engagement, timely sales meetings, and revenue growth. Partnering with an ABM vendor that understands the proper timing and marketing channels provides a competitive advantage in taking back control of the buyer journey and driving key account growth.
Interested in hearing more about omnichannel account-based marketing? Stay tuned for our Omnichannel ABM webinar coming soon, and learn how to seize the moments that matter most.