Forbes Agency Council: 14 Ways The Rise Of Account-Based Marketing Will Impact Agency Work

March 29, 2021
As a member of the exclusive Forbes Agency Council, Collective Measures CEO Donna Robinson shares her expert opinion on the top digital trends. Read her latest feature below.

14 Ways The Rise Of Account-Based Marketing Will Impact Agency Work

By Donna Robinson / March 29, 2021

Account-based marketing has become a big priority for B2B companies. It allows businesses to better understand and target consumers by personalizing outreach to their specific needs and priorities.

While the concept of ABM is not new, today’s emerging technologies allow businesses to gather richer data to improve their customer outreach efforts. Below, a panel of Forbes Agency Council members share ways they foresee the increase in ABM impacting their work and how agencies can stay ahead of the curve.

9. More Strategic And Data-Driven Targeting

Thanks to Covid-19 and the new norm of working remotely, marketers should use platforms such as LinkedIn to understand the composition of first-party datasets and target key decision makers, rather than a blanket, all-employee approach. Update your customer experience to collect first- and zero-party data frequently, and make sure both the marketing and sales teams keep an updated CRM to maximize potential. – Donna RobinsonCollective Measures

Read the full article on Forbes Agency Council

Image Source: Forbes Agency Council

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