Adapting ABM for remote work is crucial. Discover how to keep your strategy relevant, personalized, and impactful in today’s evolving landscape.
Remote Work Isn’t Temporary, and Neither Are Its Marketing Impacts
Work from home. Telecommuting. Remote first. Whatever you call it, it’s no longer a trend it’s the norm. While some employees will return to office settings, remote work is expected to grow in the coming years. In fact, it has grown over 90 percent in the past decade.
For B2B marketers practicing Account Based Marketing, this shift presents an opportunity to rethink messaging, channels, and delivery to better engage target accounts no matter where they work.
Everything Is Digital Now, Embrace It
With in person events canceled or postponed indefinitely, marketers have leaned hard into digital-first strategies. Virtual events, webinars, and digital content are no longer just add ons they’re now the core of brand awareness and lead generation.
High intent leads from digital events are more critical than ever as many sales teams work with smaller pipelines. It’s time to fully optimize your digital marketing stack to stay visible and relevant.
Now Is Not the Time for Lazy Marketing
Generic email blasts and recycled sales scripts are falling flat. Personalized messaging matters more than ever, and it starts with understanding your audience’s new pain points.
For example, messages focused on increasing lead volume might have worked last year, but in tighter market conditions, prospects may be more concerned with doing more with less. Reframe your messaging to highlight cost savings, improved ROI, or faster time to value.
On the flip side, some industries are seeing traffic and interest surge. If your target buyers are in healthcare, remote productivity, or logistics, they may be busier than ever and your messaging should reflect that growth rather than assume everyone is cutting back.
A Note on Messaging Sensitivity
Avoid referencing terms like COVID or pandemic in subject lines. Many email providers flag them as spam. Focus on relevance and value rather than urgency or fear.
Strengthen Your Digital Footprint
With more people spending time online, your digital presence is your first impression. Make it count.
- Optimize high traffic web pages
- Invest in clear CTAs
- Refresh ad copy and visuals
- Test landing pages for performance
More time online means more opportunities to make an impression. Focus on clarity, simplicity, and helpfulness.
Track Website Visitor Behavior
Most website visitors won’t convert right away but that doesn’t mean they aren’t valuable. Use visitor tracking to uncover account-level insights, such as:
- Which companies are browsing your product pages
- What topics they are engaging with
- How often they return
This is how you turn anonymous traffic into visible opportunity for your sales team.
Attribution Is More Critical Than Ever
In a tighter budget environment, every dollar counts. Prove the ROI of your efforts with clear attribution reporting. Show which campaigns and touchpoints are:
- Driving the most qualified traffic
- Generating pipeline
- Closing deals
Reallocate resources away from low performing channels and double down on what works.
Rethink Direct Mail and Gifting
Traditional ABM tactics like sending swag to corporate HQs are off the table. But that doesn’t mean gifting is gone it just looks different now.
- Offer digital gift cards
- Send donations on behalf of prospects
- Ask for address input to personalize outreach
These gestures show relevance, thoughtfulness, and an understanding of the current work environment.
Customer Marketing Deserves Attention Too
If your customer success team has fewer new customers to onboard, they can focus more on nurturing existing ones. Retention is key. Help your customers:
- Unlock new features
- Understand value metrics
- Expand usage across teams
This reinforces your solution as a must have, not a nice to have.
Markets Aren’t Dead, They’ve Just Changed
It’s easy to assume everything is paused but that’s far from true. Buyers are still researching, evaluating, and investing in the right tools. They’re just being more cautious and more deliberate.
ABM is still one of the most powerful ways to reach high value accounts. The key is staying active, visible, and tuned in to what your audience actually needs right now.
