Trends in Account Based Marketing
As 2015 unfolds, we’re starting to see some clear patterns emerge on how clients adopt ABM. This is influenced by a number of factors such as size, number and value of accounts, marketing maturity and budget availability.
We expect that these patterns of adoption will turn into new forms of ABM. This provides opportunities to overlay ABM techniques on account segmentation models, applying different twists for different sets of customers.
1:1 stakeholder influence
As we all know, ABM is about reaching the individuals that make those all-important decisions.
We think that a key focus of ABM will be about building a better understanding of these stakeholders and their social circle of influence – both digitally and in the real world.
This will mean blending insights from a wide variety of sources to identify the behaviours and preferences of specific individuals.
ABM starts to scale
At Momentum, we’ll be finding new ways to help our customers scale ABM activities and embed them in their organisation.
A big part of this will be to promote ABM as more than ‘just’ a marketing initiative. For true scale and big results, it needs to propel the continued shift away from product-led to customer-led sales and marketing alignment.
Partnering for internal PR
We’re already seeing great results from ABM being used as a shared approach between clients and their customers. For example, our tech clients are using our services to partner with their customers’ IT teams when selling ideas to internal business audiences.
We expect this multi-way ABM to continue, as organisations get beyond a transactional approach and towards a partnership model that doesn’t end with the sale of the product or solution.