Marketers will focus more than ever on the customer experience and how to deliver the right messages to the right buyers—and on how technology solutions can help power that process.
Marketers who focus their messages to companies in a holistic way as opposed to only at individuals will see success in the year ahead, according to EverString VP of marketing Jim Walker.
“With account-based marketing (ABM) rapidly taking hold as the newest and best approach, B2B marketers will need to take advantage of more personalized marketing tactics to characterize companies in the same manner as they would consumers,” Walker wrote in an email to FierceCMO. “In 2016, it will be less about buyer personas and more about account personas. Understanding the personality of the company as a whole will be key to effectively marketing to potential customers.”