Account-based marketing (ABM) is quickly gaining traction in the B2B space, with Forrester predicting that by 2025, it will become the main way most B2B companies identify, plan, manage, and measure buying and post-sale activity. This approach requires a comprehensive strategy that focuses on five core areas: data enrichment, account targeting, personalization and/or predictive recommendations, interaction management, and performance measurement. MarTech's Account-Based Marketing Tools: A Marketer's Guide provides an in-depth exploration of each of these elements, as well as profiles of ABM tools vendors, capabilities comparisons and recommended steps for evaluating and purchasing.
Data enrichment is the process of collecting and organizing data from multiple sources to create more comprehensive customer profiles. This enables marketers to gain a better understanding of their customer base and tailor their messaging accordingly. Account targeting is the process of identifying the right accounts to target, based on criteria such as industry, size, location, and more. By leveraging the data gathered during the enrichment process, marketers can create highly targeted campaigns that are tailored to their customer's specific needs.
Personalization and/or predictive recommendations allow marketers to take account targeting a step further. By leveraging AI-driven algorithms and machine learning, marketers can provide customers with highly personalized content and recommendations based on their past interactions and interests. Interaction management is the process of managing customer interactions across all touchpoints, from email to website visits to in-person events. This helps marketers create a seamless customer experience and ensure that customers are receiving the right message at the right time. Finally, performance measurement is the process of tracking and measuring the success of ABM campaigns. This helps marketers understand what is working and what isn't, allowing them to make informed decisions on where to invest their resources.
For more information on ABM best practices, check out MarTech's Account-Based Marketing Tools: A Marketer's Guide. This free 56-page report provides an in-depth exploration of the five key elements of successful ABM strategies and offers useful insights on evaluating and purchasing ABM tools.
Originally reported by Martech: https://martech.org/5-key-elements-of-successful-abm-strategies/
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