As a business owner or marketer, you’re always looking for ways to optimize your marketing strategies and stay ahead of the competition. One approach that has gained a lot of popularity in recent years is account-based marketing (ABM). ABM is a strategic approach that focuses on targeting high-value accounts with personalized campaigns and experiences. But as with any marketing approach, ABM is also evolving, and it’s important to keep up with the latest trends to ensure your ABM efforts are as effective as possible.
So, what are the top trends in account-based marketing that you should be paying attention to? Let’s take a look:
Increased use of AI and machine learning: As ABM becomes more data-driven, it’s no surprise that artificial intelligence (AI) and machine learning are becoming increasingly important tools for marketers. With AI-powered tools, you can automate many of the tasks involved in ABM, such as identifying the right accounts to target, personalizing content and campaigns, and even predicting which accounts are most likely to convert.
Call to action: Interested in learning more about AI-powered ABM tools? Check out our guide to the top ABM platforms on the market.
Focus on customer experience: As with any marketing strategy, customer experience (CX) is key to the success of ABM. In fact, a recent study found that 87% of marketers agree that ABM delivers a higher ROI when it’s aligned with customer experience. This means that ABM strategies should focus on delivering personalized, relevant, and valuable experiences to each targeted account at every stage of the buyer’s journey.
Call to action: Want to learn more about how to optimize customer experience in your ABM strategy? Check out our blog post on the 5 CX principles for successful ABM.
Integration with sales: ABM is a collaborative effort between marketing and sales teams, and it’s essential that the two are aligned in their approach. One of the key trends in ABM is the increasing integration of marketing and sales technologies, such as CRM and marketing automation tools, to create a seamless experience for targeted accounts. This can include using sales data to inform ABM campaigns, and vice versa.
Call to action: Looking for tips on how to align your sales and marketing teams for successful ABM? Check out our guide to sales and marketing alignment on Insight ABM.
Use of intent data: Intent data refers to the online signals that indicate a prospect’s interest in your products or services. By leveraging intent data, you can identify which accounts are actively researching your offerings and tailor your ABM efforts accordingly. This can include creating targeted ads or personalized content for specific accounts based on their search behavior.
Call to action: Want to learn more about how to use intent data in your ABM strategy? Check out our blog post on the benefits of intent data for ABM.
Expansion beyond traditional B2B: Finally, one of the emerging trends in ABM is the expansion beyond traditional B2B marketing. As more and more companies adopt ABM, there’s an opportunity to apply the same principles to other types of businesses, such as B2C or even non-profits. This can include targeting high-value customers or donors with personalized campaigns and experiences.
Call to action: Interested in exploring how ABM can apply to your business, regardless of industry or sector? Check out our blog post on the future of ABM beyond B2B.
