If you are a regular follower of this blog, firstly thank you, and secondly, you may have noticed that I have been harping on A LOT lately about Account Based Marketing. Now the sceptics among you may think it has something to do with the fact that we are sponsoring the forthcoming B2B Marketing Exhibition, ABM: Getting it right and making it happen…well you would be correct, but not entirely. The real reason we are talking a lot about ABM and in fact the reason we are sponsoring the B2B ABM expo is simple…ABM works, it is very much here to stay and we at Sherpa are leading the way with delivering ABM through channel partners.
Account-based marketing is a hot topic right now, capturing prime-time real estate at marketing conferences, b2b forums and social networks. But while ABM is a trending subject, it’s not necessarily a new idea. ABM is more a convergence of a number of different factors that has made it a central component of any B2B go to market strategy.
In a constantly changing landscape these factors have forced an evolution of the B2B market proposition and as such paved way for this emerging account-based approach:
- There has been a maturation of new technologies that allow B2B marketers to identify companies with a higher propensity to buy.
- The recognition that growth through existing accounts may be an easier approach.
- The emergence of a more powerful, knowledgeable and independent buyer that demands more personalised and customised interactions across the entire lifecycle.
Marketing is a smelting pot of different tactics, trends, tools, platforms and strategies all swirling around together. Some of these sink to the bottom, some bubble to the top and others combine to make an entirely new blend altogether. Personalisation is one of the ingredients in this marketing mix which seems to have been bubbling away for years. It could be described as the seasoning in the pot…when used in isolation, it is entirely unpalatable; but when added to other ingredients, it enhances the entire flavour and magic can happen.
Marketing is all about getting your brand message and product in front of as many people as physically possible…right? WRONG. Well, ok sometimes it is, but it really does depend on what you are selling. Would you market Facebook in the same way that you would market an IT and Communications Managed Services solution? No…not if you want any results!
A statistic is always a great way to start a blog…capture interest. So, how about this one: 63% of people who have taken our ABM quiz stated that their sales and marketing teams are not aligned. Eeep. That is a lot of misalignment.
Over the past few years, we have seen a surge in brands focusing their marketing efforts more on customer experience and enhanced personalisation, reflecting a definite shift towards B2C practices being applied to B2B campaigns.
As ABM becomes more widely recognised as a must have marketing strategy, customer centric campaigns will no doubt become the norm. As someone who has spent much of my career in the B2C world, I am accustomed to customer centric, insight driven campaigns focusing on customer journey and experience, and think this sort of personable marketing would be welcomed (and successful) in the B2B world. Read More