We don't talk about this often (in B2B marketing)

We hardly ever talk about how we made our prospects feel

Because we are talking about CXO’s, VP’s, Directors and decision makers

While they are all serious folks, we’ve also got to remember

That they are human after all

• They feel things too
• They laugh at good jokes too (yes, they do)
• They buy things based on emotion & justify with logic too

But why are we talking about this?

Because everything you do for ABM can fail without these 2 things

The two human virtues of Empathy and Patience

Empathy is the ability to understand others’ feelings

When you practice empathy in ABM

• You put yourself in the shoes of your customers
• You see the world from their perspective
• You’ll know what they care about
• What are their fears
• What does success look like to them
• What are their challenges & pain points

And how does this help?

• create very relevant & personalized content
• understand what messaging will resonate with them
• create stronger & more genuine relationships with them

By the way, we thought you’ll love this AI toolkit

FREE Database of 9,000+ AI Toolkits and 4,418+ Business Resources that will save you hours of work.

Elevate your workday with this carefully curated database that 32,000+ professionals trust to help them rapidly innovate in their business and personal lives.

This database is packed with new AI Tools, business ideas, and money-making opportunities that will effortlessly speed up your daily business workflows.

Click here to get Instant Access (Limited access: FREE for First 100 people only)

Who is ‘them’?

The people in your target accounts

As ‘individuals’ with ‘unique contexts’

Another virtue you absolutely need in ABM is - Patience

The ability to do something despite difficulties

ABM is not a do it once & it’s done deal

It’s a long-term strategy

And it requires consistent effort and engagement

This is where patience comes into play

Patience in ABM means giving your strategy the time it needs to produce results

It involves staying the course even when immediate results are not visible

It’s about consistently delivering value to your target accounts & building relationships (real ones)

Even if they are not ready to buy yet

Empathy and patience are not just nice-to-have qualities in ABM

They are the human elements that complement the strategic & technological aspects of your ABM initiative

So, the next time you think of ABM, do these 2 things

1. Understand your customers better (empathy)
2. Give your strategy the time it needs to succeed (patience)

Good luck with your ABM