Three Account-Based Tools That B2B Companies Need Now to Lift Revenues

As B2B marketers plan for 2021, they need to focus on programs that deliver effective ROI quickly. Account-based programs consistently demonstrate higher conversion and close rates compared to traditional demand programs, so companies are looking to focus on winning and growing target accounts. To maximize ROI, marketers should include multichannel media programs, intent data, and personalization in their 2021 plans.

Multichannel media programs provide full-funnel engagement in a more cost-effective way than traditional event investments. Intent data helps sales and marketing prioritize accounts based on actual online activity, while personalization helps to maximize engagement with buyers by adapting outreach to their specific needs.

By deploying these three tools, B2B teams will achieve better results from account-based investments and a better buying experience for customers. Start testing them in the second half of 2020 to maximize ROI both this year and next.