‘Always On’ is at the heart of every ABM strategy — here’s why

For some it won't be an easy transition, but contributor Sonjoy Ganguly says the days of campaign-based marketing are over.As a B2B marketer, you are often caught trying to serve two masters: the need to drive engagement for specific campaigns or periods relative to the business vs. the overall goal to drive persistent ROI throughout the year. In any scenario, it’s becoming more clear that the “campaign” mentality no longer serves.Even marketing���s cousin, advertising, has evolved. In the age of programmatic and audience-based, data-driven marketing, advertisers have already moved away from the campaign approach. “Always on” must be at the heart of every solid account-based marketing (ABM) strategy; a continuous messaging strategy is the key to targeted, well-developed content nurturing of your contacts inside any given account.It is by taking an always-on approach that you are able to activate on the concept of the “customer journey” and map touch points, cadence, messaging, delivery and assets. This is not to say that specific campaigns cannot be overlaid within more of a hybrid play. But successful ABM begins with a more encompassing longer-term outlook. Here’s how the more robust strategy and plan play out.The “campaign” is a familiar animal to all marketers. With its finite time frame, its focus is short-term success, performance against tactical KPIs and a general orientation around volume-based metrics, such as impressions, clicks, or even leads, with little regard for context or depth of analysis or accomplishment.