“Focus not just on brand awareness campaigns, which have their place to boost brand equity, but also on highly targeted activity for each of your key accounts. ”
We all have our list of key targets and tend to focus on direct engagement to generate business with them. Marketing can accelerate the process of opening up these critical opportunities.
Consider implementing account-based marketing – focus not just on brand awareness campaigns, which have their place to boost brand equity, but also on highly targeted activity for each of your key accounts.
Four steps to implementing account-based marketing:
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Identify the key influencers in each account – and they are very likely to have changed due to Covid, so stating the obvious – validating contact lists will be a critical success factor.
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Increase the breadth and depth of contacts in key accounts. Marketing, CSR, Commercial, Culinary, Purchasing will all have an influence and talk to each other!
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Understand their specific needs. Research to identify where you can add value.
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Use this information to create the strongest, tailored communications that will increase your chance of doing business with your key targets.
For more insight and help planning your marketing, check out our Marketing Roadmap for 2021.
It’s a short, sharp piece using our knowledge and expertise to help marketing teams plan for the year ahead. From nailing down the commercial value of activity to deciding which media channels to use.
If you want to chat through any of the points in the piece, or need any help with your PR or marketing, please get in touch.
