Account-based marketing is quickly becoming a fact of life in many organizations. A study by SiriusDecisions found that 71 percent of B2B marketers have implemented a program that includes ABM elements.
We predict that number will soon approach 100 percent. ABM is inescapable. And it’s a good thing — for both marketers and their customers.
Why? Because ABM enables marketers to do something they’ve always dreamed of: communicate with prospects and customers on a much more personalized level — a level that can often approach a one-to-one conversation. ABM, in its purest form, enables companies to communicate with a “market of one,” says Nick Panayi, Head of Global Brand & Digital Marketing at DXC Technology.
Four macro-trends are contributing to the inexorable adoption of ABM:
- Customer control
- Robust sales and marketing alignment
- The rise of data-driven marketing
- The relevance imperative in content marketing
FWIW: there’s lots of repackaging of concepts. ABM is one.
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