Most B2B marketers will tell you that Account-Based Marketing (ABM) has been a big deal for a while now Believe it or not, we believe that ABM is poised to become a much bigger deal for B2B marketers in 2017. That’s because B2B marketers will evolve their view of ABM from singular tactic to foundational data strategy. This evolution will mark B2B marketing’s data-driven inflection point. Moving forward, B2B marketers will look to accountbased data to unify and improve marketing efforts across channels and devices. ABM data will go one step further, laying the groundwork for unifying customer workflows across the data-driven enterprise. In this paper you’ll learn about the three “must watch” ABM trends that will gain traction in 2017 and reshape B2B marketing for years to come.
A brief history of account-based marketing While the term “account-based marketing” has been around for over a decade, interest in ABM has reached an all-time high in the past few years. For those not familiar, account-based marketing refers to B2B marketing strategies that consider individual accounts and communicates with each one in a specific manner. The increasing interest in ABM is closely tied to the larger trend toward more targeted and personalized marketing. In B2C, this is referred to as one-to-one or people-based marketing. In B2B, targeting and personalization is often done at the account level. The rise of ABM empowers B2B marketers to take a more data-driven, customer-centric approach to their marketing than ever before. The rise of ABM empowers B2B marketers to take a more data-driven, customer-centric approach to their marketing than ever before. Data Driven B2B Marketing | 3