This is a trend that is perfectly in step with times. The Account Based Marketing (ABM) is fast becoming one among the dominant forms of marketing today, and with a very good reason; in this age where the marketing is ever present, the mass marketing efforts are counted as less effective than the individual marketing that is targeted at specific potential customers. Viewing from an individually tailored marketing efforts, messages can be more targeted and avoiding some of the stigma from the marketing saturation in today’s world.
While ABM is recently trend in marketing, within the ABM walls there are also some trends. With this in mind, here are 3 of the ABM trends that are taking place.
1. Multichannel Presence in ABM
Historically, ABM has focused more on a one to one interactions with leads in the form of the “in person meetings“, and connections at the trade shows. But a recent study of Gartner showed that only 17% of the typical B2B buyer’s time goes toward meetings with the suppliers.
For you to get around this, the ABM marketers are now leaning more on a multichannel approach to be of help them in the lead engagement. This includes various platforms such as the LinkedIn and Twitter, as well as other social media platform. It also displays more off of live chat that is baked into a company’s website, and the usual suspects such as the text messages, the email and calls (Zoom calls for just now, mostly).
It is studied that through a multichannel approach, ABM can get this one on one time with prospects even if the traditional methods have been reduced by the typical lead.
2. Sales Teams Are Driving ABM
The line that is drawn between sales and the ABM is a natural small one since the ABM is an effective link that is between the two separate parts of the process of buying that is the sales and marketing. Since the division between sales and ABM is so small, sales teams are now starting to take a more active role toward the ABM account selection.
This trend is making more sense since sales teams already are aware of which prospects should be targeted. For these sales teams to work effectively with marketing on the ABM campaigns that facilitate the closing of the sale is a really huge asset in the sales process. It also helps marketers to show value, since the efforts of ABM are more easily tied to sales results. The sales team will still take the credit, of course, but marketing can point to ABM’s role in the sale easily.
3. Quantity is a Primary Metric for The Performance of ABM
While alignment of ABM with sales is helping marketers display the impact of their efforts, overall the metrics of ABM success is still revolving around volume. The B2B marketing executives are now overwhelmingly making use of quantity as an indicator of ABM success.
Specifically, the net new accounts engaged, also the number of qualified accounts, the account engagement score and the pipeline velocity are some ways that marketers show ABM effectiveness in this time
The focus on quantity is currently putting extra emphasis on the B2B data providers so that the ABM gets a wider pool of potential targets to help generate these volumes. Good B2B providers of data are the fuel that is driving many of ABM success efforts, since it is these providers that are generating the means to engage across various different channels and reaching prospects more easily as a result of an accurate contact information.