B2B marketers, who have been slower to adopt data-driven marketing tactics compared to their B2C counterparts, are quickly closing that gap.
A lot of this is due to recent advances in account-based marketing, or ABM.
ABM is well-established in the industry – but recently, interest in ABM has skyrocketed.
Marketers everywhere see tremendous value in being targeted and personalized in their efforts. B2B marketers are no exception.
Account-based data is dramatically improving the ability of B2B marketers to take a more customer-centric approach, especially in upper-funnel marketing.
“The convergence of ABM and programmatic technology has expanded the ways B2B marketers can leverage data and insights to deliver intelligent marketing,” said Niraj Deo, Senior Director, B2B Product Management, Oracle Data Cloud. “It has also dramatically increased and the scale and impact that these data-driven efforts can drive.”
Recent advances in ABM have empowered B2B marketers to use data in powerful new ways, from aligning with sales, supporting specific go-to-market efforts and driving customer retention and loyalty.
By leveraging a single account-based data strategy across their technology stack, B2B marketers are seeing greater efficiency, precision and relevance at scale across their ABM strategies.
According to the Information Technology Services Marketing Association or ITSMA, 80 percent of marketers report that ABM initiatives outperform other marketing investments.
As B2B marketers align with an account-based approach, they become more closely aligned with sales and often become more involved in defining their organization’s overall data and go-to-market strategy.
This is helping raise marketing’s profile within the organization and shifting marketing perceptions from a cost center to a true business driver.
It’s an exciting time to be a B2B marketer.