The best companies are enabled by a new approach and by enabling new technology. Marketers and sales face many challenges: GDPR is definitely a game changer, and so is the increasing complexity in the buying center, and the concentration of buying power.Recent research (Celsius, 2017) indicates that for capital goods investment it is not unusual to have more than 30 persons involved in the buying process if the company employees more than 1,000.
More about the REACT model
At Blue Business we believe that ABM (Account Based Marketing) represent a true paradigm shift for B2B companies. The drivers are:
• Bad quality leads
• Insufficient pipeline
• Insufficient number of key account contacts
• No or limited data on key account traffic on the corporate website
• Increasing financial dependence on key accounts
The REACT model is an ABM approach guiding you on how you engage efficiently with key account customers as well as prospective key accounts.