Account-based marketing (ABM) is taking B2B teams by storm. Here’s what you need to know.
Anyone who’s been in B2B marketing for a minute is familiar with account-based marketing (ABM) and the benefits it brings. Nevertheless, there are still misconceptions around ABM, and allowing those to continue may result in a flawed ABM strategy. Data, content and focus are three important ingredients of account-based marketing. With the right proportion of data quantity and quality, you can select the right accounts to target. Personalized content helps brands reach out to those accounts more efficiently. Last but not least, the more focused efforts on good accounts, the higher are the chances of success. Like : #3 Prioritizing the wrong accounts for ABM
More and more B2B brands use account-based marketing (ABM) in their revenue models and with good reason. A study found that 76% of respondents reported higher ROI with ABM than other types of marketing. With this practice now solidly rooted in the B2B marketer’s toolkit, be sure you understand these ABM truths, like #1 No need to over-personalize — Just be uber-relevant.
Account-based marketing can be implemented on any scale based on your business requirements and what’s available to you. With ABM practices becoming commonplace, it’s tempting to build strategies using the same formula. While following a general operational framework makes sense, vary tactics based on your budget, data, resources and business size. A particular version of ABM – one-to-one, one-to-few, one-to-many – isn’t necessarily more effective than another, but most effective programs use more than one type of engagement, and “29% of the highest yielding programs use all three. In 2021, 48% plan to adopt a blended approach with at least two styles,” according to research. Find more in this article.
Don’t wait too long to get on board with ABM and artificial intelligence (AI). This combo is “the new black” in B2B marketing, and businesses like how AI looks on them. Salesforce states that 30% of B2B marketing organizations use AI in some way or other, an increase of 24%. (See more on the stats in this article.) Still, a lot of marketers aren’t putting AI in their wardrobes yet. Some marketers may not realize what roles AI plays in their companies, and this article will level the playing field. Over one in three B2B marketing businesses use some form of AI. Many B2B marketing teams make strong use of AI in account-based marketing programs, and this is just one promising area where AI adoption is gaining traction. Here’s some of the advice you’ll find in this article: For client data, content selection and engagement, try to use the same metrics. Otherwise, the marketing team is measuring the impact of ABM, whereas the sales team is gauging a whole different set of metrics
Account-based marketing stands out among B2B strategies, and eager marketers can’t learn enough about how it boosts their buyer engagement. We’ve collected a list of ABM practices we’ve seen work for many B2B brands. These “8 Ways to Boost Buyer Engagement in Account-based Marketing” will probably help you, too. Account-based marketing doesn’t need to be overwhelming. Think about experimenting with some of these tactics. Reach out across your marketing and sales teams to look at how to work together. An intent-led marketing cloud can be a game changer when it comes to analyzing and optimizing your ABM program.
Many ABM fundamentals aren’t that different from traditional, high-funnel demand generation practices in that they thrive on relevant content. ABM differs by having more specific requirements for upfront planning and prioritizing, and sometimes different expectations of marketing-sales alignment. A well-planned, well-aligned ABM strategy between Sales and Marketing produces continuous, sales-qualified leads. More than 80% of mid-to-large B2B organizations have opted for ABM techniques such as multichannel content to target buyers, along with programmatic advertising and predictive lead scoring. These are familiar to B2B marketers of all stripes, but with ABM, it’s all about the targeting. We advise B2B marketers to focus on the four ABM tactics and practices covered in this article.
Even as ABM goes mainstream, the road to reaching full potential has been rocky for some practitioners. Among ABM believers, only 25% are confident in executing at 100 accounts or more. This article looks at what B2B teams can do for successful implementations. Some observers advise “not to expect an overnight revolution, but continuous growth based on maturing technology.” Get this article to learn more about the global ABM platform market, predicted to experience roughly 12% compounded growth through 2023.
Here at True Influence, we’ve been building ABM principles and processes into our data-driven demand generation tools for years. Our True Influence Marketing Cloud for B2B demand generation elevates account- and buying group-level purchase intent, engagement and campaign response.
Intent monitoring mapped to personas within defined buying groups lets teams prioritize accounts for ABM engagement or sales outreach. Intent activity by certain personas and buying roles can provide insights about the purchase journey stage for an entire account. Spikes in purchase intent indicate opportunities for connecting with in-market prospects. This article walks through a few scenarios to illustrate how intent prioritizes ABM accounts within a buying group framework, and how to add new in-market accounts to ABM lists.
What’s next for your ABM journey? How about giving some targeted audiences a try? We do this very well for many B2B brands.