Remember fax machines? Yeah, we don’t either. And we’ve definitely blocked out the days when the only way to reach someone was on the phone. It would be the understatement of the century to say technology has completely changed the way we do pretty much everything – from travel to banking to buying a home – but it’s worth noting that these changes aren’t superficial. They’re behavioral and strategic; they impact our thoughts, our interactions with others and our decision-making.
In most cases, as a society, we adapt and accommodate these changes in an organic way, because if we don’t, we’ll be only ones at the airport without an online boarding pass and that will just be embarrassing. However, there tends to be some sticky areas that don’t change when they need to.
One of those areas is B2B marketing. The digital revolution has completely changed the way business buyers interact with vendors, but vendors continue to market in the same old-fashioned way. Of course, they’re paying a price for failing to innovate: spending thousands upon thousands of unnecessary marketing dollars on targets that will never convert.
So what’s the alternative? Target Account Marketing. It’s an end-to-end solution that enables you to identify your target accounts and market only to those accounts throughout every stage in the funnel. Below, we’ve shared an infographic that outlines how Target Account Marketing helps you attract, engage, convert and measure the companies most likely to purchase your product. What’s more, we’ve compared it, side-by-side, with traditional B2B marketing.