Three little words are dominating marketing circles – Account Based Marketing. According to a survey on ABM trends by Scratch Marketing and demandDrive, 74% of respondents are planning to invest in ABM this year.
But it’s also worth noting the gap still to be filled. Here’s a survey among Marketing Heads:
- 43% of B2B marketers claim to be using ABM
- 48% indicate they were challenged with creating the right content
- 37% have trouble understanding the buyer’s journey of their target accounts
- 49% of marketers indicated cost of conversion as the most important metric
- Time to conversion was rated as most important by 47% of respondents
These stats reflect the gap between desire vs achievement. Nobody that we know disagrees that ABM is key to major account penetration, but making it work is much more difficult to get done. At IRS, we practise ABM for our clients, identifying door-opening contacts, decision-makers and influencers, making inroads throughout each enterprise and working closely with our client sales team to ensure smooth transition to full engagement.
Sure, we use martech, social and digital tools to help, but our focus is squarely on engagement and dialogue, whether social, digital or phone. The earlier we reach the point of meaningful dialogue, the better the chance of winning the business. We call it Dialogue Marketing, and it works.
ABM without proper engagement and dialogue is just another 3-letter marketing acronym. The proof of a successful ABM programme is in true engagement that leads to solid sales pipeline opportunities.