As we move into 2022, account-based marketing (ABM) is becoming increasingly popular, with more and more companies adopting this approach to target key accounts.
There are several common bottlenecks of account-based marketing that have been slowly addressed in recent years such as the lack of data alignment between sales and marketing teams and other ineffective and outdated marketing techniques. This often leads to siloed data sets and a lack of understanding of the customer journey by both sales and marketing.
In this article, we will share with you 5 Account-based marketing trends that are expected to pave way for a ground-breaking revolution in the marketing space.
Be a Customer of Your Customer
This year, addressing gaps from an unbiased perspective is one of the impactful ways to kickstart your account-based marketing campaigns. Hence, it is not a surprise that more companies are becoming a client to their customers.
By understanding their needs and wants and creating a strategy that meets those necessities, it is significant to remember that your customer’s clients are not always going to be the same as your customers.
What are their needs and wants? How can you create a marketing strategy that will appeal to both your customers and your client’s customers?
On that account, you need to tailor your marketing strategy to meet the needs of both your customers and your client’s customers.
Converting into becoming a client of your customer, you can obtain a deeper understanding of their behavior and values.
You might discover unnoticed issues and it is your time to recommend suggestions to improve the overall business of your clients.
Besides, being a client of your customer, you can build a stronger connection with them. It’s beneficial in the long run as it can lead to repeat business and referrals.
Facilitating Peer-to-Peer Learning and Networking
Peer-to-peer learning and networking is the newest trend in account-based marketing as it allows marketers to identify and target key accounts efficiently.
Through the peer-to-peer network, marketers can learn about the best practices for targeting and engaging with key accounts and can also identify potential partnerships and opportunities for collaboration.
Peer-to-peer learning and networking also allow marketers to stay up-to-date on the latest trends and developments in account-based marketing and share best practices with others in the field.
This type of networking is essential for keeping abreast of the ever-changing landscape of account-based marketing, and for ensuring that marketers can effectively target and engage with key accounts.
There are a few ways that companies employing Account-based marketing can facilitate peer-to-peer learning and networking. One way is by providing educational materials on their products or services.
It can help customers learn more about how to use the product or service, and also learn about any new features or updates. Another way is by holding events or webinars where customers can ask questions and learn from each other. These events can also be a great networking opportunity.
Lastly, companies can encourage customers to connect on social media or online forums as it helps customers to share tips, advice, and feedback with each other.
The Rise of Influencers in ABM
This year, expect that more companies will partner with influencers to help them broaden their brand awareness and bring in their target audience to their platform.
There are a few reasons why partnering with an influencer is considered the new trend in Account-based marketing. First, influencers have a built-in audience interested in what they have to say.
These audiences are often much larger than the account team itself, which gives the account team a larger pool of potential customers to reach.
At the same time, influencers are often seen as more trustworthy than traditional advertising, which can help account teams to build trust with potential customers.
Most influencers don’t endorse a specific product or service if they don’t personally approve of it and it speaks volumes for the common people who want an unfiltered and genuine insight.
Openly, influencers are often very creative and help account teams to create more compelling content and messages that will resonate with potential customers.
Prior to this, some companies that employ account-based marketing may hesitate to partner with an influencer because they were concerned about the potential cost of working with an influencer.
They doubt that the influencer might fail to reach their target audience or maybe concerned that the influencer will not be able to create content that is relevant to their brand.
We believe that things have changed and the discussion towards intimate marketing is amplified with the help of real people with real-life experiences.
Hyper-Personalization Using AI and Machine Learning
Artificial intelligence (AI) and machine learning (ML) are two of the hottest topics in account-based marketing (ABM) today. There are several reasons why these technologies are becoming increasingly popular in this space.
First and foremost, AI and ML can help organizations to automate and optimize some key ABM processes. For example, these technologies can be used to identify the best accounts to target, score and prioritize leads, and generate personalized content and messages.
As, AI and ML can also be used to monitor engagement levels and provide real-time feedback to account teams.
This results in a more personalized and constructive marketing approach to increase leads and conversions.
AI and machine learning allow ABM programs to be more specific and functional. In the past, ABM programs were based on broad targeting criteria, such as company size or industry.
However, AI and machine learning are used to identify specific accounts that are more likely to convert and customize messages and content to those accounts. Scoring in a more personalized and effective marketing approach.
Emphasizing Corporate Social Responsibility
Instantly, customers are now more empowered to choose businesses that align with their values. In anticipation of Account-based marketing campaigns should effortlessly gain the interest and patronage of their customers by creating a positive movement with the help of corporate social responsibility (CSR).
CSR is a business model that refers to a company’s responsibility to its stakeholders, which goes beyond its legal obligations.
A company’s stakeholders include its employees, customers, suppliers, the community, and the environment. CSR encompasses the company’s ethical, social, and environmental practices.
CSR is not a new concept, but it has become increasingly important in recent years as consumers, employees, and shareholders have become more aware of the impact of business on society and the environment. In response, companies have been under pressure to adopt CSR policies and practices.
A company employing account-based marketing can include corporate social responsibility in making a personalized campaign by tailoring the messaging and outreach to align with the specific values and interests of each target account.
By doing so, the company can more competently connect with its target customers on a deeper level, creating a more meaningful and impactful connection that extends beyond simply selling a product or service.
By demonstrating a commitment to social responsibility, the company can further differentiate itself from competitors and solidify its position as a thought leader and trusted partner.
So there you have it, the top 5 account-based marketing trends for 2022. Account-based marketing is becoming more and more challenging with new technologies and strategies emerging all the time.
Nevertheless, the underlying principle remains the same – to identify and target your ideal customer, and then personalize your marketing messages to appeal to them.
By following these trends, you’ll be well on your way to achieving success with your account-based marketing campaigns in the years to come.
