Businesses should consider consumer goals, issues and challenges from both broader and micro perspectives to enhance account-based marketing (ABM) and account-based experiences (ABX).
The pandemic has vastly changed consumer attitudes, perceptions, beliefs, norms and emotions. Creating an ABM or ABX strategy without considering these factors can result into non-effective yields. While designing the ABM or ABX strategy, marketers must consider buyer persona development, buyer mindset, their goals, issues and challenges, in both broader and micro-contexts.
Understand that the pandemic-influenced mental models have affected their choices and purchase decisions. Companies should take these changes into account, understand the new buyer mindset and build “organisational DNA” to enhance their ABM or ABX efforts.
Creating content, setting intent signals and developing buyer interaction on the basis of “what is good for the buyer” can help achieve ABM or ABX success. Moreover, personalise efforts from the buyer perspective.
[4 minute read]