Account-based marketing is all set to revolutionize B2Bmarketing.
It is getting all the attention and love from businesses andmarketers. As much as two-thirds of B2B agency marketers reported that theirbusiness is using Account Based Marketing (ABM), according to a surveyof 400 senior professionals by Demandbase.Not long ago, ABM was supposed to be an extremely high-costmarketing strategy.
Marketing automation, new data sources, big data, andsophisticated analytic tools have made it easier to implement ABM across entiretarget audience.So what’s up next in 2018 for ABM? What’s the hottest trendthat will reshape account based marketing in 2018?Here are some of the leading ABM trends that will reshape itin 2018 and beyond.1. New tools to hitthe market in 2018ABM, like any other marketing, cannot do well without toolsand software – especially when B2Bcompanies are fully charged to focus more on ABM.
The exponential growth in ABM demands new tools, innovation,and improvement in existing software. Companies like Lead Genius andDiscoverOrg are bringing new tools to the market.The competition in the ABM tools market will increase whichwill, eventually, bring value and reduce prices.2. Small businesseswill be all inSmall businesses and startups don’t really go after ABM dueto the limited marketing budget. New and improved ABM tools will lower theprice and small businesses will switch to ABM this year.Since ABM offers a muchhigher ROI than other marketing activities, therefore, as soon as runningan ABM campaign will become affordable for startups, they will go for itwithout a second thought.3.
Chatbots meets ABMChatbots are expected to power as much as 85%of all customer service interactions by 2020. HubSpot calls them the Future ofMarketing. Brands like Harper Collins, Aliexpress, Starbucks, Whole Foods,and several others are already using chatbots to interact with their customers.Chatbots must learn the ABM approach for personalizedconversations so as to offer superior customized services. Businesses that areready to invest in ABM in 2018 won’t rely too much on chatbots.Chatbots will improve and learn ABM approach to stay inbusiness.