Account-based marketing (ABM) is more than a fleeting trend. Marketing strategy has shifted over the past several decades and rather than pushing products to consumers, organizations are creating products that consumers want and need. While the consumer-focused strategy isn't a new concept, ABM changes the game through technology and data. ABM relies on data to help marketers create and drive campaigns, but many companies have yet to embrace ABM because they are not confident in their data quality. Here's what you need to know to start collecting good data that will spark account-based marketing efforts:
When SiriusDecisions first published its annual study about account-based marketing (ABM) in 2015, it painted a rosy picture about the momentum behind the marketing world’s favorite new buzzword.
In that first report, 91% of B2B marketing leaders said ABM was very or extremely important to their strategy. And that number increased to 93% in SiriusDecisions' third annual report, released last year.
That interest in ABM makes sense. After all, in a world where buyers want to feel that sellers are building solutions for them, ABM encourages marketers to think beyond just funnel-filling demand generation and inbound marketing by focusing on how they can move the needle with targeted messaging and campaigns to specific accounts.
Sounds like nirvana, right?
Read more here, at www.marketingprofs.com.
Good data all starts with the resource used to collect it. A good CRM system can take an organization miles in the right direction by correctly capturing the buyer's journey. Resources like HubSpot fully integrate the CRM system with their marketing Enterprise platform to populate company information into CRM records. Meticulous systems like this make the process of managing data and maintaining accurate records much easier. For organizations with a reliable CRM system to uphold the integrity of their data, transitioning to ABM strategies becomes much more realistic. In addition to good data, connectivity is also important. Being able to integrate data across channels and campaigns helps to gain deeper insight into customers' wants, needs, and habits. While all of this may sound overwhelming, taking a step-by-step approach to prepare for ABM strategies makes the light at the end of the tunnel appear a bit closer. The key is starting with quality data, and the rest will fall into place.
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