The COVID-19 pandemic has dramatically changed the way businesses operate and engage with their target audience. With remote work becoming the new norm, Account-Based Marketing (ABM) strategies must adapt to the virtual landscape to continue driving success. In this blog post, we will explore how ABM can be effectively leveraged in a post-pandemic world, with a specific focus on adapting strategies for remote engagement.

Rethinking Personalization:

Personalization has always been a cornerstone of ABM, but in a remote work environment, it becomes even more critical. Without face-to-face interactions, understanding the pain points, goals, and challenges of target accounts becomes essential for delivering tailored messaging and experiences. Invest in research and data-driven insights to gain a deep understanding of your target accounts and develop highly personalized content and communications that resonate with their specific needs.

Embracing Virtual Events and Webinars:

In-person events and conferences were a significant channel for ABM engagement pre-pandemic. However, with the shift to remote work, virtual events and webinars have taken centre stage. Capitalize on these digital platforms to engage with your target accounts. Host virtual events, webinars, and online workshops tailored to their interests and pain points. Leverage interactive features like Q&A sessions, polls, and breakout rooms to foster engagement and create a sense of connection.

Leveraging Technology for Virtual Touchpoints:

Remote engagement heavily relies on technology. Utilize various digital channels to maintain regular touchpoints with your target accounts. Leverage video conferencing tools for virtual meetings and presentations. Use email marketing automation to deliver personalized and relevant content directly to decision-makers’ inboxes. Utilize chatbots and live chat features on your website to provide instant support and engagement opportunities.

Virtual Account-Based Advertising:

In a post-pandemic world, digital advertising takes on even greater significance for ABM. Leverage virtual account-based advertising strategies to target specific accounts with tailored messaging across various online platforms. Utilize programmatic advertising and retargeting techniques to stay top of mind with your target accounts, even when they are working remotely. Consider account-based advertising platforms that allow you to deliver personalized ads to key decision-makers within your target accounts.

Enhancing Digital Content Experiences:

With remote work, decision-makers are spending more time consuming digital content. Ensure your content strategy is aligned with remote engagement needs. Create valuable and informative content that addresses the challenges and pain points of your target accounts. Leverage different content formats, such as videos, webinars, e-books, and interactive infographics, to provide engaging and immersive experiences. Optimize your website for easy navigation and provide relevant content recommendations to guide target accounts through their buyer journey.

Virtual Account-Based Sales Enablement:

Sales enablement plays a crucial role in ABM, and it has to adapt to remote work as well. Equip your sales team with the necessary tools and resources to engage effectively with target accounts virtually. Provide them with virtual sales training and coaching to hone their remote selling skills. Develop sales enablement collateral tailored to remote engagement, such as virtual product demos, interactive sales presentations, and online sales playbooks.

Prioritizing Customer Success and Support:

In a post-pandemic world, customer success and support become even more critical for ABM. Proactively reach out to your target accounts to understand how the pandemic has impacted their business and offer assistance where needed. Provide ongoing support and ensure a seamless customer experience through virtual channels. Leverage customer success stories and testimonials to showcase the value you have delivered to similar businesses during these challenging times.

Data-Driven Insights for Remote Engagement:

Data plays a vital role in optimizing ABM strategies. Leverage data-driven insights to measure the effectiveness of your remote engagement efforts. Track key metrics such as engagement rates, conversion rates, and pipeline velocity to assess the impact of your campaigns. Use this data to refine your strategies and identify areas for improvement in your remote engagement tactics.

In a post-pandemic world, ABM must adapt to remote work and virtual interactions. By rethinking personalization, embracing virtual events and webinars, leveraging technology for virtual touchpoints, utilizing virtual account-based advertising, enhancing digital content experiences, prioritizing virtual account-based sales enablement, prioritizing customer success and support, and leveraging data-driven insights, businesses can effectively engage with their target accounts and drive success with ABM in the new normal.