What the Arrival Of ABM Means for B2B Messaging and Content Strategies

If you are one of the B2B marketers who hasn’t started down a path towards account-based marketing (ABM), you are quickly becoming part of the minority. According to new research from our sister brand Demand Gen Report, 80% of the B2B marketers surveyed either already have an ABM strategy in place, or are planning to launch one within the next 18 months. For marketing teams within the 20% that have no ABM strategy or no plans to develop one, it may be time to start doing your homework on the sea change that is taking place from mass marketing messaging to targeted, personalized engagement. I have talked with quite a few B2B practitioners who admit they have been caught flat-footed by the question “Are we doing ABM?” from someone in the C-suite who has read about the trend or heard about it from a peer. The reality is implementing ABM is not a wholesale change from the demand generation programs most B2B companies have been running for several years. However, two critical nuances are the precision and intelligence required with ABM, as well as the increased coordination between marketing and sales teams.