Account-Based Marketing is on the verge of exponential growth

The impact of the current era has changed business-to-business communication for good.

Account-based marketing (ABM) has become the mainstay in how B2B companies communicate to their customers and prospects, reaching key stakeholders in a highly targeted and personalised way.

• 76% of marketers using ABM experienced higher ROI in 2020 according to the ABM Leadership Alliance and the ITSMA
• Pitches and sales meetings are now done on Zoom – companies are still winning just as much business, but doing it online and far away from the boardroom
• 89% of top-performing salespeople surveyed noted that social sites such as LinkedIn are now critically important in closing deals
• Sales and marketing strategies have adapted to digital-first operations – raising the importance of social selling and intent data

 As traditional marketing and event spend decreases, the inverse is true of ABM and digital marketing. 87% of business event professionals have cancelled events because of the pandemic, and 66% postponed events, many have shifted budgets across to ABM. In part seeking higher returns on marketing investment, but in greater part because of the networking and social selling opportunities offered by sellers who can address the challenges that customers and prospects face head on.

97% of customers research products online and 47% of buyers view at least three to five pieces of content before contacting a sales representative. In these market conditions, ABM and social selling simply makes more sense.

Take a lesson from leading technology brands of the day - Amazon, Apple and Google whose consumers appreciate brands that go out of their way to deliver timely and relevant information, keeping the flow of information steady, giving a sense of continuity, reliability and trust. The same is true of business customers who recognise the challenges in maintaining operations during this time and continue to organise efficient communications to their prospects in a continuum. For us marketeers it presents an opportunity.

Address the challenge. The pain point of the customer or account you are targeting is more critical than ever. Your ability to answer how it can be solved with your solution, in a succinct and creative way, will help cut through the noise. In doing this you unlock the most direct route to sale and become successful in your marketing messages and initiatives – this is the foundational idea that good ABM is built around. At this time, most firms are faced with more challenges than ever before, so the need to address them has grown increasingly bigger and broader. B2B companies need to answer this call and use the right medium to do so.

We believe that ABM is the answer. We also believe that great ABM starts with strategic insight and leads to creative cut-through and messaging which will help you stand out in the market and grow and win clients.

Is it any wonder that ABM is on the verge of exponential growth?