July 15, 2020
Account-Based Marketing Is No Longer Trendy (And Why That’s a Good Thing)
Earlier this year, Terminus released our fourth annual State of ABM Report. The report tells a crystal clear story of why ABM is firmly in mature territory, why marketers are increasingly confident in their programs, and how marketers can connect marketing activities with revenue generation.
If you work in the fast-paced marketing world though, chances are you don’t have time to digest all the graphs and postulate what it means for you. So, I break down my four hottest takes from the report so you don’t have to
Account-Based Marketing is Here to Stay (And That’s Great!)
In 2018, that number fell off a cliff and dropped to just 61%. Skip to today, and we’re at just over 2/3rds of companies actively practicing ABM.
Will we ever see 100% of companies practicing ABM? Trick question. The answer is yes, but we won’t call it “ABM” anymore. As marketing teams compete in increasingly crowded spaces with finite resources, a lot of what we call “ABM” will become synonymous with just “marketing.” Practitioners and vendors alike are now on the other side of the trendiness curve; it’s just a matter of time before we stop calling it “ABM.”
Brand is Back on the Menu
Marketing leaders can now feel confident in focusing on their brand– just not too much. We found a 60/40 split between brand and direct response yields the highest return. But for most CMOs, spending more time creating and telling stories and less time in CRMs and pivot tables is welcome news!
Your Competitors Are Winning Bigger, Faster
More Budget Is Going to ABM (but Still Not Enough)
Aligning outbound teams to marketing, building new dashboards with data-sharing frameworks to keep sales and marketing in lockstep, and reorienting demand generation’s day-to-day activities are all some of the significant, uncomfortable shifts that companies are going to have to go through. Now that we see an increased investment in headcount, companies are figuring out how to make ABM a top priority, and staffing appropriately to support their new marketing programs.
It’s been about 15 years since marketing automation became the standard tool for B2B marketers. In my view, not a tremendous amount has changed in that time. It feels great to be a B2B marketer right now because– finally– massive shifts are happening in the way we do our thing. Whether or not every B2B marketer wants to take part in that sea change is up to them. However, they risk being left behind their bolder and braver contemporaries who are going through this modern marketing transformation.
Register for upcoming sessions of our Sending for Success series for more account-based marketing strategies and ways to drive revenue growth, achieve measurable results from sending, and maximize ROI.