Account Based Marketing (ABM) has dominated marketing strategy conversations for the last two years, and shows no sign of fading away just yet. If anything, it is becoming even more hotly debated as the conversation has shifted from ‘ABM is coming’ to ‘ABM is here.’
The priority now is to move beyond an understanding of what ABM is and focus on how your organisation can put it to best use.
Despite the hype of the last couple of years there are still plenty of B2B marketing professionals struggling with ABM. Or maybe they are struggling because of all the hype; it can be difficult to pause long enough to understand something when there is so much noise around it. Google returns over 73 million results to the search term ‘account based marketing’ – and it doesn’t take long to realise there’s a wide spread of opinions of what ABM is, how to do it, and what it can offer. This deluge of information shows that knowing where to start when trying to decode the ABM hype is far from straightforward.
Context, relevance and personalisation
But straightforward is exactly what we are aiming for in this discussion paper. In our opinion, based on many years of results-driven performance marketing, that’s what’s needed more than anything else; a practical guide to getting results from ABM. After all, an increasing number of B2B marketing professionals are being called upon to implement ABM strategies. Having the tools and the insight to deliver results is now the most important consideration for them.
We’ll show you how ABM can be boiled down to three key pillars – context, relevance, and personalisation – and how the strength of the ABM approach can benefit all aspects of marketing. We’ll also address the critical need to strike a balance between quantity and quality, and how you don’t need to sacrifice one in favour of the other.