3 Ways ABM will Evolve in 2018

In this era of personalization where content resonance matters A LOT, Account Based Marketing is effective in sending the right message to the right customer at the right time.

Why Account Based Marketing (ABM)?

ABM is a targeted marketing strategy where your marketing message is based on specific attributes of an account with a clear focus on personalized content that is relevant to your buyer’s persona. With ABM, instead of concentrating on lots of leads, you focus your sales and marketing resources on targeted accounts that are the best possible fit for your products or services.

The idea of ABM is simple: connecting marketers with their audiences on a personal level and providing relevant customer experiences which will help them deliver effective campaigns and improve their business.

How will ABM evolve in 2018?

1.       More Data, More Personalization: You need data to engage consumers. According to expert David Raab, Founder, CDP institute; you will have abundant data to dive into and the better insights you are able to gather from this data, the more precise and personalized can be the message you generate for your target accounts.

2.       Greater Alignment in Marketing and Sales: “As marketers build and expand their ABM strategies to target specific accounts with personalized experiences, having a deep understanding of those accounts is essential. Thus, this year, I predict B2B marketers will begin collaborating closely with their sales teams to create a complete picture of their accounts”, says Andy Zimmerman, CMO, Evergage.

3.       Advancements in ABM Technology:

·         More Predictive and Insightful: As analytics becomes more advanced, customer insights will become more detailed and accurate. Predictive technology will help identify common client attributes and group these accounts on matching criteria.

·         More sophisticated tool integration: Popular marketing tools will move towards cross-platform integration bringing together common denominators like account management, orchestration etc. Integrated tools will help marketers get a holistic view of their target accounts across a broad array of touchpoints, leading to in-depth customer insights.

·         AI and ABM: Modern Artificial Intelligence technology can structure cumbersome data and deliver relevant information and patterns about your customers like their preferences, current engagements, what they read or talk about and much more. To deliver relevant messages to your customers, a thorough research and in-depth knowledge are required, which AI can do better, and in a much more cost-effective way. AI can convert data into insights and actions needed for 1:1 interactions, by utilizing information across most critical channels. Applying AI to your ABM can help you identify right accounts, find the right insights and decide on right actions to materialize 1:1 connection with your customers.

To sum up, remember;

-ABM is all about understanding your target audience.

-In future, there will be more of AI to determine customer patterns and suggestive actions on insights. In addition, sales and marketing will collaborate more to make ABM more successful.

-Technology will play a greater role in ABM programs.

-ABM will see an increased adoption and will become dominant B2B demand creation strategy.

Read More https://www.martechadvisor.com/articles/account-based-marketing-abm/3-ways-abm-will-evolve-in-2018/