Challenge 1: How to manage “selling by consensus”, increasingly complex demand generation processes, where the number of interlocutors grows, the access barriers to them also grow, Discovery and consideration information is sought to be resolved online, and the opportunities for genuine conversation between buyer and seller are increasingly fewer?
Challenge 2: How do we reach prospects with such a level of saturation, with barriers and limitations to connecting by email, or Linkedin, let alone by phone…?
Challenge 3: How do we keep the channel open in increasingly long sales processes, where malaysian numbers we need arguments and content that sales teams are not used to generating? How do we better integrate marketing and sales teams in this regard.
Challenge 4: How do we build more empathetic, genuine and trusting relationships with so many decision-makers at once, taking into account the limitations that exist in applying traditional methods?
The ebook proposes a series of solutions that I find interesting:
The first solution is to have a communication strategy that integrates ALL (yes, in capital letters, because that is the key) the prospects and all the profiles that are part of the company's decision-making process.
The next solution is to have a data platform that allows us to manage communication with all those prospects in parallel and in an orchestrated manner (a fundamental word in this ABM process). And we are not talking about a CRM but a DMP (Data Management Platform).