• denave
• 24 Feb, 2021

Forward-looking companies used this disruption to the best of their advantage. They coalesced around marketing database strategy (also known as a contactable database) to identify and reach their Ideal Customer Profile (ICP). They personalised their marketing messages for better impact on sales and conversions. They expanded the funnel and prevented sales team from being worn thin. Instead, they were able to focus on a narrower set of prospects who were more likely to be converted and shortened
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