As inbound marketing struggles to capture the elusive return on investment with ever increasing levels of behavior analysis, Account-Based Marketing (ABM) has captivated the B2B market with promises of obtaining those “prime accounts”. The glaring truth in this seems to be that targeted marketing is vastly more effective than other more traditional models from the past. No surprise there. The old days of the shotgun style, spray and pray methods, just aren’t cost-effective in this fluctuating economy. The rifled approach means a more clearly defined ROI, and removes a lot of the guess work from traditional inbound campaigns.
Multivariant testing, competitive analysis, neuroscience… these are the tools of the modern marketing trade. A website can reflect these methods, and campaign driven landing pages are a great way to test and target your audience. You have to speak to your audience like they are sitting right across from you, not like an announcement in a department store. If you know your target persona, start a dialog. If you need a hand, we’re here to help.
