After the Hype Dies: What’s on the Minds of Today’s Account-Based Marketers?

As ABM Manager, Heidi develops Uberflip’s ABM strategies to drive interest, engagement and revenue acceleration for high priority accounts and account segments.

We’re almost halfway through 2018 and interest in ABM is still at an all-time high. But it’s not all hype. More B2B companies than ever—from enterprises to startups—are adopting ABM. Case in point: a local ABM meetup group I help organize in Toronto has grown from 40 members to over 400 members in the past eight months alone.

Marketers are no longer sitting on the fence, deciding whether to merely try an ABM strategy. They’re testing it out, discovering what works and getting results. When I talk to other ABM practitioners, it’s clear that this approach is providing increased engagement, greater marketing and sales alignment and a greater influence over revenue than ever before. However, it’s also clear that the B2B world is still in the early stages of an ABM transformation. And there’s still much to figure out.

ABM: From Hype Cycle to Real World Applications
As ABM practitioners, we likely have one foot planted on the side of practical knowledge and application—of knowing what’s working with our ABM plays—and another foot firmly planted on the side of experimentation. This experience helps us minimize or avoid the stages of inflated expectations and disillusionment. We’re already two steps ahead, learning from our results and finding our productive flow.

With so much new ABM experimentation, what are account-based marketers actually finding? Technology and data have enabled a new brand of digital marketing. With ABM, the experience of digital content is more targeted, precise and personalized. So, how effective is an ABM strategy? What channels are working well? How are marketers using their resources? To help answer these questions, Uberflip commissioned an ABM strategy survey. Let’s take a look at three snapshots into the minds of ABM strategists and practitioners.

ABM Success Achieving Priorities
A total of 97% of B2B marketers say an ABM strategy is successful at achieving top priorities, with 38% describing their ABM strategy success as best-in-class compared to competitors.

Effective Engagement Channels for ABM
Personalized content (64%), delivered to the right targets, at the right time, through segmented email (61%) are the most effective digital channels used for engaging ABM accounts.

Combining ABM In-House Resources with Outsource Experts
A total of 79% of B2B marketers outsource all or part of the execution of digital channels for engaging ABM targets primarily because they do not have the capabilities available in-house. However, 21% do use only in-house resources to execute ABM.

As an ABM approach becomes more common within B2B companies, technology solutions will need to adapt to help get things done better, faster and more effectively through ABM. ABM as a discipline will survive the hype, and become a defacto go-to-market strategy for many B2B companies.

So what else are today’s ABM marketers thinking? Find out in Uberflip’s latest research, Compelling B2B Audiences to Engage Through ABM: A Benchmark Account-Based Marketing Strategy Research Report.