Investment in ABM as a percentage of the overall marketing budget is on the rise.
Plus more B2B marketers are transitioning towards full ABM programs.What is Account-Based-Marketing (ABM)?
Here’s my favourite definition of ABM from Marketo.
Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.
The proven value of ABM is driving more investments towards full-AMB programs. The percentage of marketers planning to implement full-scale ABM is up to 60% this year compared to 40% in 2016.
And why not?
91% of B2B marketers surveyed are achieving higher ROI and 92% see a higher success rate from the qualified leads gained through ABM.
That’s not it. ABM is helping B2B marketers win strategic accounts and get better ROI compared to other marketing strategies.
What technologies are fueling this growth?
In a nutshell marketers using ABM develop marketing strategies and tactics that are tailored to the specific needs of a client or an industry.
For a client it’s like having a marketing plan designed to understand their specific needs and providing solutions that are relevant to them.
It’s a win-win.
Increased adoption of ABM has been made possible by the availability of personalisation tools such as Sitecore, ability to measure customer interactions across multiple channels and access to smart marketing analytics tools.
Now it’s time for B2B marketers to look at their technology stacks to see if they have the right ingredients in place for ABM.
Here are 3 marketing technology trends speeding the adoption of ABM.
1. Marketing Automation
With marketing automation marketers can simultaneously reach multiple clients through multiple channels – something that wasn’t possible before.
Marketing and sales can work together through automation to generate interest and create demand across multiple accounts deploying multiple ABM strategies.
Marketing automation is also helping marketers mitigate the risk of focusing all their attention on a handful of accounts.
2. Intimate customer understanding through AI
A recent survey found that marketers are getting better at handling complex data while most of them still struggle with customer attribution.
Thanks to the application of AI and Machine Learning, marketers can now develop an incredibly deep understanding of their clients’ business.
AI is helping marketers Analyse historic sales data, social media, web behaviour and data from direct custom service interactions. With AI marketers can gain significantly more information from both online and offline sources.
Another area where AI is helping marketers is personalising communication. A recent survey confirmed that B2B marketers are prioritising investing in personalisation technologies.
3. Advanced analytics
Advanced analytics, marketing dashboards and attribution modelling is enabling marketers to successfully measure and demonstrate the impact of ABM activities.
Read more on Marketo’s blog: 3 Tech Trends Shaping the Future of Account-Based Marketing (ABM).