128: The Future of ABM (Part 3): Authenticity-Based Marketing
The future of ABM is Authenticity-Based Marketing.
Am I just using that “Authenticity” buzzword again?
At the end of the day authenticity will always create more trust and better relationships. And that is what we as marketers should be chasing every day. At Terminus, we try to put more humanity into our everyday actions both inside and outside of our walls.
We’re big into handwritten notes. We expose our whole organization (including those in operations, finance, etc.) to customer stories. We bring marketers and customer success reps to conferences, not just salespeople. We record personalized videos to send to our clients.
And possibly most importantly, we’re not perfect and don’t pretend to be!
This helps us connect, build empathy, and engage in real conversations. There will always be more tools, technology, and platforms…but people still buy from people.