One of the latest methodologies boosted by MarTech advancements is account-based marketing (ABM), which uses data-gathering tools to target key B2B accounts and people through highly personalized campaigns.
Rather than being organized by industry, product, solution or channel, ABM strategies are customized to each client through software-as-a-service systems combined with predictive analytics.
Numbers indicate why the methodology is getting more popular. One report shows 71 percent of U.S. B2B organizations are already using ABM or are interested in doing so. In another, 80 percent of U.S. users point to ABM as outperforming their other marketing investments, while 85 percent of U.S. users in a third study believe it helps retain and expand client relationships.
That said, many feel the discipline is tricky to implement because it involves multiple elements, including data management, analysis and engagement. Instead of offering overall ABM services, many MarTech providers are now focusing on bottlenecks in the marketing-to-sales pipeline and applying different technologies to improve functionality at different stages. Still, analysts expect such services to be subject to standardization and consolidation as demand ramps up even further.
Some market predictions by industry analyst Keith Dawson on 451research.com:
Far from being just another buzzword, ABM will greatly boost efficiency when it comes to zoning in on future B2B audiences, predicts Kevin Bobowski.
"People are saying 'No, it's too complicated, or it's all hype,'" notes the CMO of Act-On Software on DMnews.com. “But businesses have actually been doing ABM for a long time. It just hasn't always been called that, and the tools have too often been manual — email chains, spreadsheets, unrecorded conversations at events. The reason ABM is coming back into everybody's focus is that the technology has caught up.”
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