Account Based Marketing (ABM)—targeting specific accounts with tailored strategies—is nothing new. But in the world of B2B marketing there seems to be a newfound appetite for more ‘humanised’ marketing. That said, there is an increasing interest in ABM, as it brings together sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.
So how are B2B marketers approaching their ABM strategies? How best to make an ABM experience personal and relevant? Is there an appetite to experiment with ABM strategies, and how sophisticated these initiatives are? These are some of the questions that The Drum, in partnership with Gyro, will explore through a survey in the UK and the US with B2B marketers to understand how ABM has evolved since its early days.
According to Gyro U.S. chief operating officer, Adryanna Sutherland, one of the greatest benefits of an ABM program is that it requires a common definition between sales and marketing on which accounts to target. Additionally in the account-based world, it's not about how many leads you generate, but how you are engaging and building relationships with the right people. So how are you engaging with the practice of ABM?
This follows a roundtable that The Drum hosted, in association with Gyro, in New York last month which discussed both the promise and the limitations of account based marketing.
Through this survey, we are also supporting SAMH, an incredible charity which dedicates support to those with mental health issues. Our industry is rife with pressures and stresses, which can accumulate into difficult times for many. SAMH is there to help those in need.
You also get the chance to win an £100 Amazon voucher – why the hell not!?
Find out more about the ABM strategies and fill in the survey here.