How B2B marketers can stay close to their customers
By developing an account-based marketing programme driven by deep knowledge of customers, O2 business is forming closer and more commercially rewarding relationships with its key clients.
In the latest video in our series on effectiveness in B2B marketing in partnership with The Marketing Practice, O2 Business’s Zoe Hominick explains how the brand made a case for account-based marketing. In doing so, it set a template for maintaining intimate relationships with its most important customers.
Through ABM, Hominick says O2 is creating a deeper level of insight to inform one-to-one relationships on its strategic accounts. It started as an effort to demonstrate the impact of its marketing efforts, and ABM has ended up delivering some of O2 Business’s best commercial returns.
