How behaviour-based marketing can improve B2B marketing

Outlines the five-step approach which helps to start the journey to a more behaviour based strategy.

Need to know

  • Just 2-5% of an organisation’s total addressable market is actually ready to buy or giving off buying signals
  • Account-based marketing (ABM) helps identify these customers and target them with the right message
  • Behaviour-based marketing (BBM) takes this one step further by targeting the same customers, but when they are actively seeking to buy

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