Account-based marketing gets boost with vendor alliance

Seven marketing technology vendors join forces to promote ABM to B2B marketers

Seven marketing technology vendors have come together to launch the Account-Based Marketing (ABM) Leadership Alliance aimed at helping B2B marketers with their targeted accounts strategy.

The consortium of vendors is being led by ABM platform vendor, Demandbase, and also includes Oracle Marketing Cloud, Bizible, LookBookHQ, Optimizely, Get Smart Content and Radius. The companies have committed to creating content and providing resources around ABM, launching with an e-book outlining the key technologies that make up an ABM stack.

Account-based marketing is about treating an individual client account as a market in its own right, creating a strategic approach that coordinates personalised marketing and sales efforts in order to deepen engagement into a specific account.

While the idea, which was first coined by ISTMA, has been around for 15 years, recent technology advancements around automation, as well as the raft of digitised data now available to marketing functions, has seen interest rise exponentially.

In its newly released 2016 State of Account-based marketing Study, SiriusDecisions found ABM adoption is rapidly accelerating, with more than 70 per cent of companies surveyed having staff that are fully or partially dedicated to driving these types of programs.

In addition, 58 per cent have a pilot or test program in place, while 41 per cent said they had a full program in place. This was up 20 per cent year-on-year. Also up was the percentage of those that believed they had the skills needed to be successful with ABM (from 53 per cent in 2015 to 62 per cent this year).

“The adoption of ABM continues to accelerate across industries. But as more and more companies move from evaluation to implementation, there is ongoing uncertainty about best practices in ABM and how to scale a company’s Account-Based Marketing effort,” said Demandbase CMO, Peter Isaacson, in a statement.

“The sheer volume of marketing technology options available leaves B2B marketers unsure about which steps to take to begin developing an ABM Strategy. This group of experts will provide B2B marketers with guidance and oversight on how to leverage technology to create a high performing ABM plan.”

Key reasons cited in the SiriusDecisions report for an ABM program include increased revenue, increased pipeline and higher quality leads. The report was based on results from more than 200 B2B companies.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in