Which channels do you naturally think about when you’re crafting your Account Based Marketing strategy? Do you focus only on channels that can deliver personal messages on a one-to-one basis? Or do you broaden your palette to include the fast-growing opportunities of Account Based Advertising (ABA)?
Organising for growth is an evergreen topic in business discussions. Scarcely a day goes by without some reference to how best to make growth possible, or to increase the pace of expansion with businesses we speak to.
In 2017 we launched the London chapter of FlipMyFunnel at the offices of Radiate B2B. As the year progressed, we had some fascinating people join us to talk about their ABM journeys, share war stories and trade advice.
Now, with 2018 firmly underway, we’ve already seen a huge upsurge of interest in adopting Account Based Marketing strategies as marketers get their new year agenda underway. In particular we’ve seen a lot of activity around questions of measurement.
2017 saw the rise of the chatbots but January has only just begun and with Facebook shuttering its M chatbot project, we are seeing the first mutterings of their fall. Are they really doomed to fail?
In the week before the second meetup of the London FlipMyFunnel circle, Sheryl Sandberg (Facebook’s COO) took the stage at the DMEXCO conference in Cologne, to tell the gathered AdTech industry audience:
“The marketing funnel itself is collapsing. It used to take time to go from research to discovery to awareness all the way to a purchase. But now you have digital and mobile that is happening faster than ever, and that is for the largest brands to the small corner shop to non-profits… The way you work on your brand and the way you communicate who you are has never been more important.”
This comment (which, unsurprisingly, suggests Facebook to be the answer to the problem) was very timely for September’s meetup. The theme for September was around reach and personal brand, so this news story – and the excellent article Mark Ritson contributed to Marketing Week (Spreadsheet Jockeys are misunderstanding the marketing funnel) – were perfectly timed to spark an interesting discussion.
In the B2B world, aligning sales and marketing has been a challenge going back decades. If you believe the stereotype, it’s because marketing is the colouring-in department and sales are know-it-alls who don’t listen. Regardless, the underlying problem is that too many companies build marketing and sales in silos, while the top performing companies have them working closely together.
The rise of B2B marketing automation has required the two groups to work closely together with mixed success. The increasing adoption has also meant the ability to stand out from your competition by using MA techniques is diminishing. However, the increasing efficiencies being brought to account-based marketing (ABM) strategies is allowing B2B marketers to cut through the noise and stand out.
Continue reading here on B2B Marketing Magazine.
When it comes to account based marketing, its definition in recent years has become grey. New techniques have transformed it from a strategy used by the few for the largest prospects, to the many for a much larger group of prospects.
Most of the statistics out there come from the traditional definition of account based marketing rather than its newer scaled up cousin. I have therefore separated out stats specifically related to this Scaled Account Based Marketing (ABM) approach.
With more stats still coming in, we will continuously update this page.
(Last updated: September 2017).
You are welcome to use any of the stats from these pages, we would appreciate a link back.
Back in the 1990s, London creative agency megastars, Bartle Bogle Hegarty (BBH) had a reputation for refusing to take part in creative pitches. Instead they focused on research and strategic planning to refine the brief, allowing the agency to create more focused work. Founder John Hegarty was relaxed about this: “Those who don’t want what we offer won’t come to us,” he said.