The pandemic has sped the need for fleet service providers to find more effective means of winning and keeping business in a digital business world. Account-based marketing moves beyond disparate lead generation, sales, customer service, and account management programs to deliver a winning strategy for the entire customer relationship journey.
By Ed Pierce, ITA Communications. Fleet
The steady pace towards digital marketing experiences for fleet service providers has become a raging torrent thanks to the COVID pandemic. For almost a year, relationships — including sales, customer service, and account management — have come to rely on digital communication whether they wanted to or not.
Suddenly, B2B organizations wishing to keep up with buyers, proactively support rapidly-changing business conditions, and stay competitive must shift from a lead-centric mentality to an account-centric mentality in order to win and nurture high-value accounts.
“Account-based marketing,” or ABM, may be getting lots of press in the moment, but many smart companies have already recognized the value of an integrated sales and marketing effort required for a successful ABM program.
In fact, ABM requires a close partnership between all direct and indirect customer-connected functions. departments. Only through such collaboration can a company close more deals faster and boost return on investment (ROI), all while supporting departmental tactical goals as well as an organization’s strategic plan.
ABM can simply be stated as more targeted, personalized, and well-planned buyer engagement during their journey with your brand, the customer relationship cycle.
Over the next few columns, we will get into the details of account-based marketing, looking at sales and customer service partnerships; targeting accounts; developing compelling communications; establishing KPIs, and creating a winning ABM strategy.
If you’d like to comment or share your own experiences with account-based marketing, I invite you to reach out to me at 215-839-1306. Or, you can reach me at results@ITAcommunications.com .