The typical buying group for B2B solutions involves six to 10 decision makers, each armed with four or five pieces of information they’ve gathered independently for their specific role and associated needs. At the same time, the amount of options a buying group is considering is expanding as new technologies, products, suppliers and services emerge. These factors can make it hard to connect with businesses on an authentic, more human, and thereby more effective level. Account-based marketing is a highly focused strategy between sales and marketing that treats a target organization like an individual customer. Join us for this session where we’ll talk all things account-based marketing and how a thoughtful approach to data and audience segmentation, integrated with hyper-personalized direct mail, can increase ROI, shorten sales cycles, fortify relationship with customers and align sales and marketing teams.
Amber Dixon, MRM/McCann
Denise Bruhns, MRM/McCann