How to Use ABM Tactics to Support Sales and Influence Buying Committee Decisions

The B2B sales cycle, particularly for enterprises, is extensive and often lasts from six months to over a year. To support buyers every step of the way, marketers must use account-based marketing ( ABM) and sales enablement tactics.

Although buyers spend only a small amount of time with sales reps, marketers can use hyper-personalized ABM tactics to keep the company top of mind. Display ads, personalized landing pages, and regular communication with sales can all help. Plus, marketers can keep sales excited by providing constant updates and information from the buyer committee.

Finally, even if a prospect doesn't choose a product or solution, marketers should focus on upsell and cross-sell opportunities, as well as updating assets and strategies based on data and feedback from the sales process.