Everyone’s needs, habits, and expectations have dramatically shifted over the past few months.

Your B2B marketing strategy should look different too.

It’s important to stay dynamic and focus on audience needs if you want to earn their trust and gain authority.

Plus, companies with account-based marketing strategies aren’t outliers anymore. In fact, ABM is the norm.

The latest research shows 92% of B2Bs have an ABM strategy in place – most of which launched their ABM within the last five years.


Technology – specifically automation, AI, and machine learning – have made ABM accessible and affordable to businesses of all sizes. It’s not just for Microsoft and IBM anymore.

Use the strategies below to re-evaluate how to find new B2B customers with real connections and ABM in 2020.

9 Ways to Find New B2B Customers and Build Loyalty with Smart ABM

88% of B2Bs with the most successful content marketing focus on the needs of their audiences. As for the least successful, only half create content centered around audience needs.

Use the strategies below and plenty of research to find new B2B customers and build long-term loyalty.

1. Develop Effective Content for Key Accounts

Effective content is the secret behind how to win B2B clients. While most consider content marketing a staple in the early stages for awareness, it’s actually vital at every stage of the funnel.

Blogs and eBooks come in handy for building visibility, leads, and traffic. However, those further along in the sales funnel will appreciate relevant case studies and videos.

Make sure you develop a content strategy for specific accounts so it’s super relevant.

2. Focus on Being a Helper

Research is paramount here. Follow individuals and influencers from target accounts on LinkedIn, Twitter, and Facebook. Search for subreddits where folks share similar content as them. Look for the blog domains they share. Study market reports from their company, competitors, and industry.

This in-depth research will help you identify their major pain points and develop content to solve their problems – a truly proactive approach to content marketing.

Free trials, forwarding helpful blogs via LinkedIn, and useful tips are all welcoming and help build relationships.

3. Integrate Interactive Content into Your Website

It’s a myth that attention spans have shortened in the age of information. When was the last time you binged content? Chances are, you have no trouble bingeing content you find interesting – like Arrested Development, Stranger Things, or The Wire.

Well, B2B buyers want to binge your content, too. A survey found 58% of B2Bs are willing to consume content for up to 20 minutes when it’s interactive. Another 68% said they’d like you to organize your content by pain point or issue.

An adaptive content hub meets both requirements: Machine learning delivers personalized content recommendations in an interactive format. Plus, you can organize content by vertical, industry, or pain point as it fits with your audience.


4. Create a Unique Email Series for Each Account

Email marketing tools make it easy to personalize your campaigns for different accounts. It’s absolutely worthwhile to set up a unique email onboarding series for each company.

Cover your bases with a:

  • Welcome email
  • Campaign about your company mission, values, and industry
  • Content about pain points you solve and use cases
  • Testimonials and case studies
  • Curated blog posts and content

Use a subscriber’s activity from your first few emails to place them into different segments based on their job role or pain point at the company.

5. Tap Your Network and Build New Connections

Groups on Facebook and LinkedIn (and lists for Twitter) are important for finding new B2B customers but not in the way most marketers use them.

Do plenty of research before you decide to form a group so it’s not too generic. Aim to solve a specific pain point you’ve noticed key accounts face. Check other related groups – join them and engage with users there to see how you can create something different.

6. Build the Right Martech Stack for Your Company

Martech is vital for achieving your goals. Unfortunately, most B2B marketers are running bloated (and costly) martech stacks that don’t do much to help them reach their goals.

You can optimize your web experience with just a few key pieces of technology in the right places:

  • A website chatbot
  • A comprehensive email service provider
  • An on-site AI engine for recommendations and analytics

Artificial intelligence isn’t the place to cut corners. Not only does it create a hyper-personalized for your audience, but it also helps you nurture leads and draw insights.

7. Show Up in the Right Places

Simply put: Go where they are. Find a way to make yourself a valuable part of their online circle via groups, guest blogging, Medium, and frequently searched keywords.

B2Bs need familiarity to build trust so getting your conversations and content in front of their face is important.

8. Create a Specific Website for Customers

Not only does a customer website prevent churn, but it also offers a valuable asset to leads. Customer service centers or business resource centers contain items like:

  • Tutorials
  • Use cases
  • Videos
  • Troubleshooting questions
  • FAQs
  • Helpful blogs

Your customer website should be interactive with plenty of search features and AI to make it easy to use.

9. Don’t Underestimate Real-World Connections

As everyone spends more time online during the age of social distancing, real-world connections have become even more valuable.

No, large events are still out of the question. However, it can’t hurt to send some kind of personalized basket or gift to your key accounts.

How to Find New B2B Customers: Hyper-Personalize Your Website Today

A personalized website is vital for helping your leads find the most relevant content every time they visit. Artificial intelligence is vital for creating the hyper-personalized website experience your visitors expect – just like Amazon or Netflix.

See Hushly’s AI engine in action now and find out how easy it is to add machine learning to your B2B website.

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