ABM_Oracle

is that it is often directed at unknown
or anonymous users.
It has traditionally been difficult to
determine place of employment among
anonymous online users at scale,
but robust cookie-based ABM data
is changing that. With anonymous
third-party ABM data, B2B marketers
can now deploy account-specific
programmatic, awareness and demand
gen programs. When a single account
list is activated across programmatic,
marketing automation and site
optimization platforms, it creates
powerful continuity across all channels:
social, mobile, video, display, email
and website.
The benefits to customer experience
don’t end with coordinated marketing.
Account-based data has surfaced
as the connective tissue connecting
previously siloed groups within
the enterprise. Weaving marketing
programs into this common language
will provide real-time, actionable
customer data critical to creating
seamless experiences across the full
customer lifecycle.
When marketing programs are
focused against accounts from
the start, they create tighter
alignment with subsequent
workflows.
Soon, in addition to Sales, teams
like Customer Success, Commerce,
Channel Marketing and others will
benefit from account-based insights
generated by ABM programs. Likewise,
we’ll see broader organizational inputs
begin to flow to Marketing, which
will further inform the customer
experience. This gives a small
glimpse into how ABM is becoming
a transformational force in creating a
unified customer experience across
marketing channels and functional
groups.
16 | Data Driven B2B Marketing