Now marketing teams have the ability to use very direct, and very personalised marketing messages and campaigns designed to entice their key accounts to click, engage and buy.
Thanks to the latest tech, they have the ability to track each engagement and find out if that key account has buying intent. No point in sending CIOs from HSBC sales messages about AWS when they’ve just bought Azure, if you see my point.
The popularity of ABM is on the rise and we are seeing more and more organisations spending more resource and budget on campaigns.
Our guesstimation for this increase is due to a number of factors including; better technology, campaigns are more personal and there is less time wasted on accounts who definitely don’t need your services.
Which leads us nicely onto our upcoming report and marketing industry survey we are running, looking at the state of Account-Based Marketing in 2017;
This survey and report will investigate how sales and marketing teams are using Account-Based Marketing (ABM) to target and build relationships with a C-suite audience. The survey, aimed at determining the success of ABM, consists of 10-12 questions, depending on your answers, and should take you around two minutes to complete.
We will be creating an in-depth report from your answers* and adding our own insight and best practices to the report, offering you best-in-class ABM marketing recommendations. The report will allow you to benchmark your company against your peers and competitors.
In addition, you will be entered into a prize draw where you stand a chance of winning a luxury gift box from Chief Chocolate Officer (CCO), premium hand-made chocolate bars expertly flavoured to go with your favourite wine.
*All responses will be kept anonymous and your details will not be shared with any third parties. Survey completion deadline: 30th November 2016