Why You’re Probably Not Engaging Your Target Audience (And How To Change It)

B2B companies are bombarded with irrelevant marketing (and are just as guilty of dishing out). Marketers drop blanket advertising in the hopes that a fraction of recipients will engage and an even smaller portion to be viable. It’s costing the economy millions in wasted, “wishful” marketing as well as taxing sales teams who have to sort through and follow up with bulk unvetted leads.  Most businesses are barely scratching the surface when it comes to connecting with their target audiences. But there’s a better way. Account-based marketing is the idea that marketing doesn’t have to be done in bulk to be effective.  Rather than blanketing your industry, account-based marketing looks at who your target audience is and builds marketing tailored to them. On our latest episode of The Corporate Data Show, we spoke with Chris Golec, founder and CEO of Demandbase, about why account-based marketing is so effective and what his company is doing to help B2B’s use technology to effectively engage with their target audiences.