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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Cannes Part 1: Why brands must put human interactions at the heart of their business

As a Media Juror at this year’s Cannes Lions, I was fortunate enough to attend the world’s most influential festival of creativity and listen to thought-leading marketers from around the globe.

Nickie Scriven

CEO, Zenith

4 creative skills that will be useful forever

In recent times, the clarion call from futurists, economists, marketers, educators and leaders the world over is one of slight panic, “The world is changing and you’re not ready for it!” And of course, they make a very good point.

Kieran Flanagan and Dan Gregory

Speakers, trainers, co-authors

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

Being an investor who has an understanding of the finance industry, I would question the validity of this article, judging by the impairm...

Rowan

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

An interesting update considering that today is the easiest way it has ever been to measure contribution to the business as well as the h...

Frederic

State of the CMO 2019: Tenure shortens, pressure is on as marketers strive to demonstrate impact

Read more

I thought this was what Salesforce Audience Studio (formerly Salesforce DMP) was supposed to do. How are a CDP and a DMP different? I'm c...

Tony Ahn

Salesforce announces customer data platform

Read more

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

Latest Podcast

More podcasts

Sign in