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. https://www.evergage.com/blog/adjusting-abm-strategies-during-covid-19/
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SHARESHARESHARE
ADJUSTING ABM STRATEGIES DURING COVID-19
Empathy is an emotion that many marketers invoke when they are developing their positioning and messaging for various campaigns. They consider questions such as: “If I put myself in the buyers’ shoes, what do I think they think or feel about this particular pain point?” “Do I understand the challenges they are facing?” “How can I help them overcome this issue and provide long-term value?” Over the last few years, many B2B marketers have leveraged account-based marketing (ABM) to address these questions with specific use cases and examples tailored to their target accounts, in order to boost engagement and drive high-value conversions. CATHERINE KERVICK READ MORE