The B2B marketing landscape is changing rapidly, with new technologies and techniques emerging faster than ever. To stay ahead in this competition for attention, here are the top ABM trends you should be aware of.
1. EMBRACE FIRST-PARTY DATA
Third-party intent data can give you a comprehensive understanding of your prospect's activities and journey outside your website. However, this data should be viewed along with first-party data that is specific to your business. Leveraging first-party analytics across your entire marketing stack will help you understand the journey, identify hidden opportunities, and map out success stories.
2. BETTER ACCOUNT QUALIFICATION
Having a deeper understanding of fewer accounts is better than a lower resolution understanding of the entire segment. Create detailed profiles for high-value accounts to identify their needs, preferences, and interests, which can be used as input into an ABM framework.
3. BETTER ALIGNMENT BETWEEN YOUR SALES AND MARKETING TEAMS
One of the most important things to do when developing a successful ABM strategy is getting alignment across your organization, especially between the sales and marketing teams. When your sales and marketing teams are aligned, you not only improve your closing rate but also provide a great buying experience. These teams should collaborate closely to identify the target market, understand their unmet needs, and design the best ways to engage them. This ensures a more holistic view of your customer, better coordination, and fewer surprises during implementation.
4. CONDUCT RESEARCH TO DETERMINE ACCOUNT PERSONAS
Marketing and sales can work in tandem to ensure your company is targeting the correct accounts. While most organizations develop personas first and then research, we suggest doing the research first to identify which personas are worth pursuing for potential business opportunities.
There are a few key things to keep in mind when creating personas:
Make sure they are based on real data - Collect information from your existing customer base, surveys, interviews, and any other relevant data sources.
Keep them realistic - Avoid making assumptions about your target market and stick to facts.
Be specific - The more specific you can be, the better. This will help you create targeted marketing campaigns that are more likely to resonate with your target market.
5. MEASURE YOUR RETURN ON INVESTMENT
You can measure the ROI for each segment and each account you invest your resources and time in. This will help to understand how you should be prioritizing your accounts. It can also help to identify adjacent segments based on what's working now.
6. USE OF B2B INFLUENCERS TO DRIVE ABM
The collaboration between ABM marketers and B2B experts or influencers can be of tremendous value. Since these influencers are trusted in their industry, their opinion matters. In addition, they can introduce your product or service to their audience. Finally, they can share deep insights about your target audience that you may have overlooked. Spend time developing and nurturing these relationships.
7. MAXIMIZE YOUR BUSINESS’S RELEVANCE AMONG HIGH-VALUE ACCOUNTS
Account-based marketing requires you to personalize everything (e.g. content, product information, communications, and campaigns) for each account you invest your resources in. Through this personalization and customization, your messages will be more relevant and better received.
To do this, you need to take into account the specific needs, wants, and pain points of each account. This level of understanding can only be achieved through extensive research on each individual account. Once you have a strong understanding of your target accounts, you can begin to tailor your marketing efforts specifically for them.
As you develop and improve your ABM campaigns, we would love to be a part of your journey. We offer a free strategy session to discuss how you could improve your ABM campaigns.
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