Account-based marketing (ABM) has been around for decades, but it has seen a significant evolution in recent years due to the digital age. As technology continues to advance and consumer behavior changes, companies are constantly looking for new ways to reach and engage their target audience.
To gain insight into the evolution of ABM marketing in the digital age, we spoke to a few experts in the field who shared their thoughts on how ABM has changed and what we can expect in the future.
According to Matthew Cook, CEO of SalesHub, the biggest change in ABM marketing has been the shift towards personalized marketing campaigns. “In the past, ABM was all about targeting a specific list of accounts and bombarding them with generic marketing messages. Now, companies are using data and technology to create highly personalized campaigns that resonate with individual buyers,” Cook said.
Cook believes that this shift towards personalization has been driven by advances in data analytics and machine learning. “Marketers now have access to a wealth of data that allows them to understand their target audience on a much deeper level. This data can be used to create targeted content, messaging, and offers that speak directly to the needs and interests of individual buyers, ” Cook added.
In addition to personalization, ABM marketing has also evolved to include a greater focus on digital channels. According to Gina Morda, Director of Marketing at Demandbase, the rise of digital marketing has forced companies to rethink their ABM strategies. “In the past, ABM was primarily a direct mail and event-based tactic. Now, companies are leveraging digital channels such as social media, email, and online advertising to engage with their target audience,” Morda said.
Morda believes that digital channels offer several advantages for ABM marketers, including the ability to reach a wider audience, track engagement in real-time, and easily test and optimize campaigns. “Digital channels allow marketers to take a more agile approach to ABM, constantly refining their tactics based on data and insights,” Morda added.
Looking ahead, both Cook and Morda believe that the evolution of ABM marketing will continue as technology advances and consumer behavior changes. Cook predicts that AI and automation will play a bigger role in ABM campaigns, helping marketers to further personalize their messaging and scale their efforts.
Morda agrees, adding that the rise of account-based advertising and personalized content experiences will also shape the future of ABM. “As consumers become more selective about the content they engage with, marketers will need to find new ways to deliver relevant and valuable messages to their target audience,” Morda said.
Overall, the evolution of ABM marketing in the digital age is a reflection of the changing landscape of marketing and technology. By leveraging data, personalization, and digital channels, companies can create more targeted and engaging campaigns that drive results. As technology continues to advance, it will be exciting to see how ABM marketing evolves further in the years to come.