ABM is taking over! There's no doubt about that.
Looking back over the past few years, ABM adoption and implementation have been continuously gaining momentum. This large scale study found that 64% of ABM programs currency running were only launched in the past five years.
The increased uptake of automation has made ABM easier, with it being faster and easier than ever to create and share personalised messages to target accounts, which has helped quadruple the returns.
But personalisation and increased profits aren't the only good things to happen since the advent of ABM. There are loads of new trends shaping the overall experience of ABM-led marketing and contributing to the 62% of marketers reporting a positive impact since adopting ABM.
4 ABM Trends and Predictions for 2023
Believe it or not; we haven't seen the best ABM has to offer. Every day, new trends emerge, which allows people to implement new strategies to stay at the top. Keep reading for an overview of some of the most significant trends.
ABM Trend #1: The accounts you choose are only becoming more important.
Selecting the right accounts is the most crucial step in the ABM process. If you do this well, it will help you build a strong foundation for your ABM program.
However, get the account selection wrong, and fixing the mess won’t be so easy. You'll have to do damage control on a negative customer experience, and your sales and marketing teams will quickly burn out as a result of the stress of chasing the wrong targets.
Here are some essential questions to ask to ensure you end up with the correct accounts:
- Are the accounts from your data points aligned with your ideal customers?
- Do you have any customers who can serve as references in their field?
- Is there a growing need for your solution in their industry?
- Is your customer's sales staff receptive to experimenting with a new marketing strategy?
Finally, keep in mind that ABM requires sales personnel involvement. Therefore, you need to spend time with them often and set realistic expectations from the onset.
ABM Trend #2: Prevalence of personalisation at scale
ABM will reach a point where business marketing will move from "Business to Business" to "Business to Person." At that point, ABM outreach will be able to capture the individuals behind the brand and decision-makers and influencers within an organisation with minimal effort.
The truth is that this may not be as easy as it seems, and expecting that level of tailored experience requires highly sophisticated marketing. This is why you must invest in technology that provides real-time analytics and insight capabilities and make sure it connects with the core of your marketing and sales efforts.
You should also think about automation and scaling in a much more personal way and send out personalised messaging based on your insights and intended actions.
ABM Trend #3: Using Machine Learning and Artificial Intelligence (AI) to predict revenue and growth opportunities
More and more B2B marketing teams are using AI to make accurate predictions about revenue and opportunities for growth. Before now, sales and marketing teams spent a lot of time and money building complex predictive models to figure out customers’ behaviour and revenue growth. Still, there were shortfalls.
Now, they don't have to go the manual route anymore. They can now use their data to predict opportunities and income potentials thanks to machine learning and AI technologies. They can then use this information to better prioritise and concentrate their time and resources on the most promising prospects.
ABM Trend #4: The emergence of new digital marketing channels
Marketers are now using account-based advertising on platforms that are not traditionally considered for B2B, such as Facebook, Instagram, and perhaps TikTok. This gradual departure from the traditional B2B channels such as LinkedIn, Google ads, and email will help marketers access a new category of targets.
It will also allow ABM led marketers to implement omnichannel marketing that helps them reach customers where they are with relevant offers. Consumers respond best to marketing campaigns coordinated across several channels, primarily when delivered consistently, sequentially, and in a highly personalised manner.
Conclusion
We do not need a crystal ball to see that 2023 has a lot in store for B2B marketers in terms of income generation and overall growth. However, with new ABM trends already unfolding right before our eyes, marketers must learn how to adapt new ABM strategies to their overall marketing efforts to drive growth for their organisations.
If you're looking to get started with ABM and need more tips, you might want to speak with our marketing team. Contact us today, and we'll be happy to share our best marketing advice.