by Forbes Agency Council | Expert Panel
Marketers today understand that personalizing a campaign for the target audience is the best way to ensure it will generate the desired results. Of course, “personalizing” a mass email blast by only changing each recipient’s name isn’t going to do the trick.
Sending out generic messaging to many people with the goal of getting just a small number of them to take action, check out your goods or services, and become customers is not the best strategy. Thankfully, you can narrow your target audience and generate better results with an account-based marketing approach that focuses on strengthening relationships with your top customers through personalized outreach tailored to their needs.
Here, 12 members of Forbes Agency Council explore important developments and trends in ABM that marketers need to be aware of to build upon the success of their biggest accounts this year and next.