For many senior Marketers, the rise of account-based marketing feels like the natural culmination of the important lessons learned from years of experience in the industry.
Whilst ABM may be the poster child of modern marketing, the big question on ours – and everyone else’s minds – is ‘how does it align with current marketing technologies?’
We presented this question – and more – as the only consulting partner at Marketo’s Marketing Nation Engage. An event at which we recently hosted 3 roundtables on the topic of account-based marketing and marketing technology.
Alongside several Marketo partners and other industry-leading Marketers, we discussed our ABM learnings, observations and best practices, and what this could mean for businesses in 2019 and beyond.
Account-Based Marketing Observations:
ABM is just targeted, focused marketing.
Account-based marketing should be called account-based everything – because it is just that.
According to ITSMA, the growing interest and demand for ABM has led companies to develop and implement 3 distinct types:
Strategic ABM: This is the original ABM approach reserved for key strategic accounts and executed on a one-to-one basis. Whilst it is the ‘godfather’ of ABM strategies, very few companies at the event could say they were actively engaging in this approach.
ABM Lite: Defined as a one-to-few approach, this is the most common format of ABM you’ll see today and the one that many roundtable attendees were aligned to. Their actual numbers varied from just 2 accounts to 250.
Programmatic ABM: The ‘new kid on the block’ or just another way of saying ‘targeted, focused marketing’? Whilst it’s the latter, it’s still a highly resource efficient way of leveraging technology to tailor marketing campaigns for specific audiences.