• by Michael McLaren , Op-Ed Contributor, January 27, 2021

The first four weeks of 2021 have reinforced the fact that we may never return to the “old normal."

Our day-to-day lives now serve as a steady reminder that life will never be the same, even after this pandemic passes. Luckily, this year is another chance to do it over again – but better. Life adjustments often come with a wide range of experiences and emotions; however, brands and agencies mustn’t circumvent customer needs — because those needs have changed. Now is the time to be agile, lean into new customer experience initiatives and do whatever it takes to find, win, defend, and maximize the value of customers over their lifetime. 

“Account-based marketing” (ABM) searches by brands have surged in recent weeks. A powerful strategy — known for delivering 71% higher ROI than other marketing initiatives, according to a 2019 study by ITSMA and the ABM Leadership Alliance — ABM programs have been shown to drive significant improvements in pipeline growth year over year. As budgets and confidence start to come back, marketers should double down on their ABM approach by aligning with Sales and focusing their limited resources on those companies with which they are most likely to do business — and maximizing the return on their marketing investment.

Late October through early November there was a notable decrease in “international marketing” as the focus turned to navigating the polarized political landscape in the U.S. Now, this trend is slowly rebounding, as brands show renewed interest in applying their marketing principles beyond borders. Over the last several months, we’ve witnessed marketing efforts expand and contract in response to global events like the pandemic, as well as domestic events like civil unrest and the presidential election.