In the Future, Account-Based Marketing Will Be Even More Powerful….Here’s Why

In the Future, Account-Based Marketing Will Be Even More Powerful….Here’s Why

In the world of B2B marketing, personalization is more relevant than ever before. To test this out, look no further than your own experience. Are you more likely to purchase a product from a business that sends an impersonal email once per week or one that addresses you directly with a particular emphasis on your specific needs? 

Fortunately, account-based marketing (ABM) is essentially a potent form of personalized marketing. ABM provides the best of both worlds: It incorporates short-term strategies while aiming towards long-term growth.

But why would any B2B marketer want to incorporate ABM strategies if the traditional ones are working just fine? 

You don’t need an account-based marketing agency to provide the answer. This last year has demonstrated the uncertain state of our present economy, and further downturn is to be expected.  This has created an environment in which buying committees are more selective, which means that catching their attention will require more effort.

Fortunately, this extra effort is woven into the fabric of ABM. Even better, in the future, it is going to become even more powerful. 

Times Are Changing

Right now, many companies are oriented in completely different directions than they were at the beginning of the pandemic. This is especially true in specific industries. 

ABM takes these changes into account and targets buying committees based on their personalized needs. It allows companies to apply a specific focus towards particular individuals in a way that will capture their attention, build trust over time, and maximize your ROI.

Priorities Are Different

After the events of last year, your prospects have likely changed. ABM provides an efficient means of reevaluating target account lists so you can prioritize accordingly. 

If you are able to identify the needs of prospective buyers, you will be able to build an updated customer profile that allows your teams to effectively prioritize engagements for those particular accounts.

Nurtured Sales

Traditional marketing strategies often jump the gun in that they try to make the sale too early in the relationship. They may also make the mistake of having a single sales agent managing an account.

ABM facilitates a shared view of prospective accounts so that your sales and marketing teams can be in alignment on the best strategies to pursue each account. This will allow your teams to optimize your position and develop a lasting relationship with your target buyers.

Personalization is the Expectation

Studies indicate that, when it comes to doing business, customers increasingly prefer personalization and consistency. So if your business still relies on an impersonal email blast to facilitate customer engagement, odds are that it simply won’t work.

Authenticity is paramount when it comes to personalization. Curated content with an impersonal tone can seem even more disingenuous than a broadscale impersonal email. ABM is focused on a tailored approach that is less reliant on keywords, instead choosing to emphasize an individual’s specific needs.

The Right Message for the Right Account

With more companies adopting ABM tactics or partnering with an account-based marketing agency, buyers’ expectations are becoming more attuned. Companies that do not adapt will eventually be left in the dust. 

Fortunately, there are three types of ABM, each of which features a unique level of investment. These include: 

  • Programmatic ABM
  • ABM Lite
  • Strategic ABM

These tools and strategies will provide you with even more flexibility as you define your approach, allowing you to choose the option that is most suitable for your brand and your customers at any given point in time.

With the help of a qualified account-based marketing agency, you can take your ABM to the next level, leveraging your marketing dollars in meaningful ways and staying one step ahead of the competition.

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.