ABM_TrendsReport

B2B marketers will
increase their focus on
programmatic accountbased
advertising
The business buyer’s journey has
become increasingly digital. Forrester
refers to this trend as the rise of the
“Self-Educating Buyer.” B2B buyers
increasingly use the web to research
their purchase decisions, often waiting
until later in the process to engage with
vendors. While reliance on sales reps
varies greatly depending on solution
and buying process complexity,
Forrester believes “Today’s buyers
control their journey through the
buying cycle much more than today’s
vendors control the selling cycle.”
B2B marketers know that a strong
digital strategy is key to staying top of
mind with today’s B2B buyer, yet B2B
targeting solutions have historically
1
lagged behind market needs. Robust
programmatic ABM solutions have
recently become available and B2B
marketers are moving quickly to
adopt them.
In 2017, B2B marketers will leverage
third-party, account-based data
and programmatic technology to
dramatically increase the reach and
scope of their ABM programs. This
increases the overall impact of ABM
and allows marketers to reach their
target accounts in deeper ways. The
benefits don’t end with digital targeting;
the data that enables Programmatic
ABM also will pave the way for
deeper levels of site personalization,
Data Driven B2B Marketing | 7