ABM_Oracle

Why ABM represents
such a significant shift
ABM is not specific to any single
program or channel. It can encompass
ad targeting, re-targeting, site
optimization, marketing automation,
content strategies and more. That is
because, at its core, ABM is a data
strategy. It has the potential to provide
a unified foundation of insights that
reaches across marketing channels,
across the customer lifecycle, and
even across functional groups within
an organization.
An account-based data foundation
allows B2B marketing to become more
“data-driven” and deliver relevant
experiences when targeting business
buyers at whatever stage they are in
the path to purchase. ABM strategies
are helping leading B2B brands create
competitive advantages by enabling
them to effectively penetrate new
verticals, win new customers and
quickly react to market changes.
Marketers have been drawn to the
account-based approach because it
allows them to focus resources on
carefully selected accounts. This can
result in increased numbers of leads,
accelerated sales cycles and higherquality
revenue opportunities.
In fact, according to
ITSMA, 80 percent
of marketers report
that ABM initiatives
outperform other
marketing investments.
4 | Data Driven B2B Marketing