B2B marketers can improve signal-response interactions to guide buyer’s actions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 06, 2020, 7:37 AM UTC

Marketers must capitalise on the increase in digital consumption.

This article highlights areas B2B Account-Based Marketing (ABM) marketers could focus on while planning their strategies for 2021. The value of signal-response interactions can be improved with the implementation of AI-based signal interpretation techniques.

This helps marketers guide buyers’ actions. Convergence of ABM and demand marketing techniques with the technologies related to it can help interpret data within and across systems. Strategies for driving buyer enablement must be based on respecting buyers, contextualising experiences and interconnecting buyer insights.

Additionally, marketers must identify what’s working and embed the same into marketing processes. They must also invest in systems that could support this. Further, ABM and demand marketing teams that embrace adaptability will have a unique advantage going forward.

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