Like the rest of the world, the B2B marketing landscape is recalibrating to a very different reality.
Now is a crucial time to reassess what that means for ABM, one of B2B marketing’s most dynamic strategies.
Arguing that ABM is in a better place than most marketing strategies to respond to the current, unique scenario, we take you through every aspect of an ABM programme, outlining how to readjust your game plan and continue to thrive even in these strange times.
This guide gives you tactics for weathering the Covid-19 storm at any stage of a programme, including:
- Recalibrating budgets and strategies
- Sensitively and appropriately adjusting your tone
- Aligning marketing and sales, under a new approach without the hard sell
