Account-based marketers talk a lot about being customer-centric. But the reality is that most ABM programs take a broad-brush approach to targeting customers that we hope might be interested in our current portfolio. We start with our solutions, and then build a target list of potential buyers based on general business characteristics such as industry, company size, and general business or technology challenges. We invest in marketing campaigns and tactics but not insight and innovation.
In today’s business environment of constant innovation, a truly customer-centric approach, especially with our most important accounts, begins with a deep dive into each individual customer’s business issues and then working with them to design new solutions and long-term shared success.
This webcast explores the why, what, and how of a collaborative ABM approach that drives innovation, growth, loyalty, and advocacy with key accounts. The session features a deep dive into Juniper Network’s award-winning ABM program with Jack Barrett, Juniper’s senior director of strategic marketing, as well as examples from other companies including Accenture, Cisco, Deloitte, and Fujitsu.