How can global companies like Apple and Google implement Account-Based Marketing (ABM) to serve their high-value clients?

The digitalization of the sales process has significantly impacted the traditional face-to-face aspect of sales. It has introduced a new dimension to the sales process where a significant part of the buyer's journey can be completed online before any direct interaction with the sales team. This includes researching products, comparing options, and even making purchases. However, this doesn't eliminate the need for face-to-face interactions. Instead, it changes the nature of these interactions. Sales teams now need to focus more on providing value-added services, building relationships, and addressing complex queries or concerns that cannot be handled online.

Some alternative strategies to Account-Based Marketing (ABM) that can effectively map out a buyer's journey include Content Marketing, Inbound Marketing, and Customer Journey Mapping. Content Marketing involves creating and sharing valuable content to attract and convert prospects into customers, and customers into repeat buyers. Inbound Marketing, on the other hand, focuses on creating valuable experiences that have a positive impact on people and your business. It attracts customers to your website with valuable content. Customer Journey Mapping is a visual representation of every experience your customers have with you. It helps to tell the story of a customer's experience with your brand from the initial engagement and into a long-term relationship.