https://martechtoday.com/2017-year-b2b-marketing-innovation-208608
2017 marks the year that Account Based Marketing (ABM) finally became mainstream throughout the B2B marketing and advertising sectors. This is in part due to more sophisticated technology; previously the reliability of determining a cookie's place of work was fraught with issues that have since been remedied (most specifically the ease with which IP addresses can accurately be translated to a company email domain). Additionally, advertisers are simply better educated as to what ABM is and why it is a better audience targeting tactic than traditional demographic targeting.
However, as important as ABM education and technical advances have been to the tactic's growth, the other crucial change has been the emergence of AI. If previously ABM was limited to a company's CRM, now various vendors can use behavioral data, coupled with first party data, to identify companies engaged in research spikes on topics of relevance to the brand. This ability to identify warm leads by monitoring various companies online consumption patterns is a game-changer. With AI, brands can use ABM not just to target companies, but to target the right companies. In doing so, they maximize the ROI on their marketing dollar and provide warm leads to sales.
The ubiquity of ABM extends to advertising agencies as well. A recent survey found that two out of three agencies cited ABM as a key focus (I would imagine that if this survey was limited to B2B-specific agencies this number would be even higher). Moreover, among agencies not currently using ABM, 70% plan to integrate the tactic into their client work in the future. This is further indication that 2018 will be the year that ABM goes from merely mainstream to something all B2B marketers and brands need to be expert in.
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