Account-based marketing (ABM) is everywhere, you can't go far without encountering at least 10 marketers enthusiastically promoting the advantages of ABM. And, you know, there's a good reason for it.
As per the recent reports, "87% of account-based marketers affirm that their ABM initiatives surpass other marketing investments. And, 65% of marketing professionals characterize their ABM strategy as somewhat successful." Now, it becomes evident why enthusiasm for ABM persists among marketers.
As we step into 2024, ABM continues to evolve, presenting new trends that promise to reshape the landscape. For businesses seeking to refine their prospecting efforts, embracing these trends is essential. And, one of the best tools proving invaluable in this pursuit is the actionable organizational chart.
Let's take a look at some of the latest ABM trends and how actionable org charts can help in its successful implementation.
Trend 1 # Hyper-Personalization Takes Center Stage
As personalization becomes the linchpin of marketing strategies, ABM is embracing hyper-personalization. Tailoring content and outreach to individual decision-makers within target accounts is paramount. Actionable org charts provide a visual roadmap of an organization's key stakeholders, enabling marketers to craft highly personalized messages that resonate with each influencer's unique needs and challenges.
Trend 2 # Multi-Channel Orchestration for Seamless Engagement
With prospects navigating various channels, orchestrating a seamless and cohesive multi-channel experience is pivotal. ABM trends in 2024 emphasize the need for integrated campaigns across email, social media, and other channels. Actionable org charts provide a holistic view of an organization's decision-making hierarchy, enabling marketers to synchronize their outreach efforts and maintain consistent messaging across diverse platforms.
Trend 3 # Emphasis on Customer Advocacy and Retention
Beyond acquisition, ABM is placing increased emphasis on customer advocacy and retention. Marketers are recognizing the potential for growth within existing accounts. Actionable org charts play a crucial role here by identifying cross-sell and upsell opportunities. This enables marketers to nurture existing relationships and turn customers into vocal advocates.
Trend 4 # Alignment of Sales and Marketing Teams
Isolated sales and marketing teams are a thing of the past. ABM trends in 2024 highlight the need for seamless collaboration between these two departments. Actionable org charts act as a bridge, fostering communication and alignment between sales and marketing teams. This synergy ensures a unified approach when prospecting, leading to more effective and targeted campaigns.
In Essence:
The ABM landscape is evolving at a rapid pace, and organizations must adapt to thrive. In the quest for effective prospecting in 2024, the integration of actionable organizational charts proves to be a game-changer. By harnessing the power of visual insights, marketers can align their strategies with emerging trends, ensuring a targeted and impactful approach to ABM.
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Demandbase, the leader in Account-Based Marketing (ABM), announced today an expansion of their partner ecosystem, adding seven new strategic integrations including LinkedIn Marketing Solutions, HubSpot, Outreach, PFL, SalesLoft, Sendoso and Reachdesk.
These new capabilities add to an already robust ecosystem, enabling broader tech stack integrations for Demandbase customers in areas such as marketing automation, sales engagement, direct mail and social advertising.In November, Demandbase released Demandbase One, their unified, no-limits Account-Based Marketing solution designed to meet the growing needs of today’s B2B marketers.
According to the company’s State of ABM Tech Stack Report, only 33% of medium to mature account-based marketers said their existing marketing stack supported their strategy well.
These new integrations close the gap by enabling easy connections of their account-based campaign efforts across their marketing and sales technology stack.“ABM has become a mainstay for leading B2B marketing teams,” said Gabe Rogol, CEO of Demandbase.
“And with that, the need to connect the technology supporting ABM to the other tools and channels already in use by marketers has become even more critical to delivering integrated marketing experiences that drive growth.
The launch of Demandbase One creates bountiful opportunities to scale Demandbase’s ABM Ecosystem to better serve our growing list of customers.
