From the course: Account-Based Marketing Foundations
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Communicating authentically in ABM
From the course: Account-Based Marketing Foundations
Communicating authentically in ABM
- Who would you rather buy from? Someone who sends you an email for a 15 minute meeting to get you to see their product demo, who you don't even know, or someone who you think you can trust? My years of experience makes me believe that authenticity creates trust. As a matter of fact, I'm convinced that the marketing and sales team that beats the odds in a crowded market does so not because they know everything about their product. It's actually because they're completely in tune with their customers and their needs. If you can meet your customer's needs you can achieve your goals. With account-based marketing or ABM, we can do just that. The reason is simple. ABM allows you to focus on a few accounts which means you have to know more about your customer than ever before. You can do this in one of these two ways. First, think about how you can engage your future customers on their terms to become a trusted advisor. Let's say your future customer loves being on LinkedIn and Twitter, and…
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