Pesonalization and why Buyer Based Selling is the future.
With this ever increasing interest in ABM, the core objective is to formulize targeted and personalized marketing. Those of us who have had an Amazon "experience", understand how the Behemoth has mastered the art of personalization down to its science.
In the consumer world of B2C, this is referred to as one-to-one or people-based marketing. In B2B, targeting and personalization is often done at the account level and limits the opportunity to "connect" with substance.
While ABM empowers B2B marketers to take a more data-driven, customer-centric approach, the results are failing to deliver marked improvements. Why? BEcause of teh lack of human connection.
In our research for The Age of The Buyer™, our 40 years of marketing experiences, professional sales training, and digital programming as well as exposure to the very like Xerox who invented B2B sales and today's Oracle's of the world who are reinventing B2B sales, our observations point to the need for Buyer Based Selling.