PERSPECTIVES ON ACCOUNT BASED MARKETING
want to be treated as a high-value account.
Do you know what ABM is? If you do, you’re with the majority of IT decision-makers who say they are well aware of Account-Based Marketing.
This is interesting because, whilst there is no stated case for this, there is a broad feeling about ABM being conducted with an element of stealth, such that the target audience isn’t aware it is happening to them. Turns out they do.
However, feelings towards ABM are generally good – with 83% feeling positive about ABM approaches. This is no surprise given that all of the data points towards an overall demand from the customer for content that is relevant and useful to them and for it to be, as far as possible, about them. Over a quarter of people (26%) think that marketing content can be improved by making it more personalised to them individually. However, we also know that 22% of people feel that content is too personalised, or you know too much about them – so ABM isn’t strictly for everyone!
The highest positivity for ABM is amongst senior IT managers (89%) and CIO/CTOs (85%). Perhaps these stats reflect their overwhelming desire to feel valued. Crucially, a total of 9 out of 10 IT decision-makers want to be treated as a high-value account with personalised attention by tech vendors.
There’s a clear need for businesses to build stronger relationships and close more deals. It’s therefore important to take a unique view of each situation and use bespoke ABM techniques to ensure you differentiate your approach whilst at the same time building trust. Context is key, so be sure to gain a detailed understanding of the target audience – and don't forget to always put the customer first!
of IT decision-makers are aware of ABM.
Feelings towards ABM approaches:
of senior IT managers feel positive about ABM.
of CIO/CTOs feel positive about ABM.
feel very positive and generally open about ABM.
feel quite positive about ABM approaches, depending on the vendor.
Doing, not just planning: a cautionary tale.
ABM is huge within the B2B marketing world, and given the overall positive perception of it, or more importantly the desire from almost everyone to be treated as high-value, it’s no surprise. But, as the data around sales and marketing frustrations demonstrates, the benefit of a coherent and valuable approach via ABM is not being felt by the target audiences. If ABM is being successfully deployed left, right and centre, how is the biggest frustration with marketing and sales centred around things being too generic and not relevant?
It could be that, in reality, the theories and strategies of ABM are where too much focus still lies, and not enough execution is actually happening, such that the tangible evidence of the customers experience is that they are not receiving the ABM approaches they expect. Or the critical element of marketing and sales alignment isn’t happening so customers are feeling the disconnect.
Whatever the root causes, it potentially speaks to a need for the discipline of ABM to shift more to action. Whilst developing the right approach and effective framework is critically important, it’s time to move towards more execution and deploying it consistently, such that the target audience for it is actively aware and engaged.
We will only really see the results of ABM if we put the content people are looking for in front of them, where they are looking for it – such that we can get them to act in a way that we need them to as a result.
