As we all know, Covid-19 has disrupted almost everyone and everything on the planet. And of course, marketing budgets are now under even heavier scrutiny than before. As a result, Chris and Charlie claim that B2B marketers need to prioritise like never before.
With that in mind, their session covered the processes you can put in place target the best potential customers, and get you thinking about ABM properly.
So, what tips did Chris and Charlie offer for undertaking ABM in a Covid-19 world?
A lot of clients paused activity at the beginning of the pandemic, but now it's clear that the old normal isn't going to snap back. Marketers must build for the long-term.
So, how do you do this? Chris and Charlie claim that B2B marketers must ‘embrace agility’ and ‘design for flex’.
Marketers should creative a culture of rapid review and iteration of strategies. Charlie said: “Create the processes to gather data and insight quickly and regularly to assess your strategies. And importantly, welcome change. Don't shy away from the red flags someone has uncovered, but create a war room culture, celebrating those red flags and jumping on the solutions quickly.”
Charlie said: “It's all good having rapid and up-to-date insight, but if you can't adapt your actual marketing activities, then it's pointless.” Therefore, it's crucial to remain flexible. In order to do this, there’s a few things you can do: “create dynamic content that can have copy and images rapidly changed as and when your targets do; review your internal processes to remove any lost time between creative, marketing and sales teams; and finally, invoke a just-in-time project management approach. This means pushing final sign-off decisions as late as reasonably possible to reduce the time between the point of no return and delivery of the campaign.”