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Bull’s-eye: Account-based marketing is top trend for B2B companies
Thomas Reiner | 19.01.2022
Account-based marketing (ABM) perfects the most essential elements of user-centricity as the supreme discipline of marketing. No wonder B2B marketers in the US named account-based marketing as their top preference for 2021 in a survey.
In the survey of US B2B marketers, the preferred tactics, strategies and channels for 2021 were queried at the end of 2020. Account-based marketing (ABM) stands out with 46 percent. It is followed by video marketing with 41 per cent.
Account-based marketing (ABM)
Account-based marketing (ABM) is the supreme discipline of B2B performance marketing. The reason: ABM combines and perfects the most essential elements of user-centricity:
- a highly specific target group
- content tailored to the target group
- distribution of the content via the main channel, as this is the best way to reach the target group.
These reasons ensure that ABM is highly effective.
Marketing generates growth – and requires investment
The outstanding importance of ABM is further proof that B2B companies in particular have recognised marketing as the most important driver for generating growth.
However, this growth does not come for free. The use of ABM, video, influencer marketing and co. require investments. This also applies to new customer business, but especially to business with existing customers.
The real key to success
The real key to success in the course of investments and marketing efforts will be to deliver the right message with the right content via the right channel to the right target group. Balancing these four variables requires media, market and customer knowledge, creativity and flair.