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

Latest Videos

More Videos

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together in Melbourne t...

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in