A seismic shift towards Account-Based Marketing (ABM)
2021 has already seen a significant shift to Account-Based Marketing (ABM), with 70% of marketers reporting that they use ABM, up from 15% from 2020. But I expect to see this dynamic accelerating even further over the next 12 months.
More and more B2B marketers are experiencing the benefits of a personalised and targeted approach in their campaigns. We now have the required technology and the accurate data – it’s only a matter of time until we reach 100% ABM within B2B.
ABM provides a much more personalised marketing approach, encourages both marketing and sales teams to align, and as a result, it shortens the sales cycle. ABM is so much more precise and measurable than traditional approaches, providing clearer ROI and more efficiency in marketing and sales teams.
ABM is also a more tempting solution for marketers as marketing expenditure, as a percentage of revenue, is at its lowest point in over a decade. Marketers are looking for solutions that do more with less. ABM does just that, its efficient and targeted form of outreach results in less wastage than traditional mass advertising and less targeted digital strategies.