Leveraging the power of personalization for account based marketing

A pandemic-induced recession has spurred massive marketing budget cuts, with about 50% of B2B companies slashing their budgets, according to McKinsey1. The decrease in marketing spend is especially evident in ad and media spend, which has plunged to an all-time low at 9.1%.

This period of enforced pause and marketing contraction comes with a silver lining — now's the time to consider where the marketing budget is best spent. Marketers should uncover ways to connect with consumers with relevance and empathy, rather than the traditional tone-deaf, "spray and pray" approach. One such approach that's promising, mainly because of its impact on direct sales, is ABM or Account-based Marketing.

Read the whitepaper to know more!