The buyer journey evolved with the advent of multiple platforms, channels, and devices. This evolution dramatically affected B2B businesses because of the inherently longer purchase cycles. Delivering cohesive experiences across channels, platforms, and devices which ensure that your leads constantly move down the funnel is one hell of a task.
Enter ABM! – An approach to B2B marketing which is inherently multichannel and focused enough to deliver personalized experiences. But scaling up the ABM approach without being robotic and impersonal is one of the biggest challenges for organizations. Catina Martinez of PluralSight and Daniel Gaugler of PFL shared how they solved it for their organizations using Behavioral data.
@CatinaMartinez of @pluralsight discussing how to use behavioral data to make #ABM personal. #FlipMyFunnel pic.twitter.com/jhT0RxLEjK
— #FlipMyFunnel (@FlipMyFunnel) August 8, 2018
Catina shared how she used personas to bring scalability and defined interactions across multiple touchpoints to ensure a cohesive nurturing path.
@CatinaMartinez developed a personalized experience with mulitple touches for different personnas.#FlipMyFunnel pic.twitter.com/kRj21rQ6Y9
— Jeff Coveney (@RevEngineMarket) August 8, 2018
Multi-channel orchestration is key in reaching your audience where they are. #FlipMyFunnel pic.twitter.com/lUCxFpVtR4
— Daniel Gaugler (@dgaugler) August 8, 2018
Finally, she rounded off with the overarching theme of #FlipMyFunnel.
Your future customers, and internal teams are human and we need to approach every interaction with intimacy. #FlipMyFunnel pic.twitter.com/Pmh9HPyzYb
— Daniel Gaugler (@dgaugler) August 8, 2018
Explore other sessions from the event, all social media buzz, on our continuing coverage of #FlipMyFunnel 2018.