Summary
Targeting high-value accounts means targeting the individuals who lead those accounts – and not just by name. B2B buyers increasingly expect to be addressed as people.
Many B2B marketers are now discovering that to truly break through the barrage of messages competing for their buyers’ attention, they need to go beyond account-level data.
That means targeting the humans – the faces beyond the job titles in your CRM – that make up the teams inside those accounts.
The future of B2B is consumer-style, and that means bringing identity and behavioral intent to the forefront.
But teams can’t make intent-driven ABM happen if their strategy is built on a faulty foundation of firmographics.
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