Person Based Marketing
Because People Make Business Decisions, Not Companies
Person-based marketing is a highly effective way of bringing in new customers and clients for your business. For a business-to-business (B2B) company, it’s vital that you go about person based marketing the right way. Let’s take a look into what PBM campaigns are and how it can work for your firm.
Person Based Marketing Campaigns
Person-based marketing seems like account-based marketing on a superficial level, but there are drastic differences between the two. PBM campaigns involve gathering information from multiple sources – both online and offline – and using that information to contact specific people. Where ABM campaigns take a business-level approach, person-based marketing takes a more specific one. It focuses exclusively on finding the right people to speak to at a specific company, which cuts out a lot of back and forth, saving you and your potential clients a lot of time. With PBM, you enhance your targeting while making sure you are speaking to the most appropriate person possible, something that sounds obvious to most people. If you are trying to sell to a specific business, you will need to talk to whoever oversees purchasing at that business. PBM campaigns focus exclusively on identifying that person and figuring out the best way to contact them. Taking this approach offers multiple benefits, including:
What’s stopping you from taking advantage of what PBM campaigns offer?
- Having more in-depth customer profiles
- Taking the guesswork out of sales and marketing
- Identifying the most appropriate person to speak with in a firm
CHANGES IN BUYER BEHAVIOR
The size of buying teams keeps increasing, with 66% of B2B buying teams comprising more than six people.
>80% of B2B buying decisions have more than three buying group members
Source: Forrester benchmark data; Forrester’s 2020 B2B Buying Survey
The TLG Person based marketing approach
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