- Published in News Briefs
Account-based marketing (ABM) is gaining serious traction as more than 90% of B2B organizations consider it a “must-have” tactic, according to SiriusDecisions’ 2015 State of Account-Based Marketing (ABM) Study. Wider adoption is anticipated; nearly two-thirds (60%)of marketers expect to invest in ABM technology in the next 12 months, the study revealed.
While ABM requires a shift in mindset and dedicated resources, the potential payoff is significant. According to research from ITSMA, a marketing trade association, more than 80% of companies say that ABM delivers greater ROI than other marketing initiatives.
The benefits of sales and marketing alignment have been well documented over the past several years, but many organizations are still not on board. More than half (58%) of respondents rated their sales and marketing operations alignment as “poor,” according to research from SiriusDecisions.
Progressive B2B organizations are re-defining the sales and marketing relationship by forming “revenue teams” or “demand gen teams” with shared performance goals. “We’ve seen an increase in the revenue team model, where members of the marketing team work with sales toward a joint goal to make their numbers,” said Chris Tratar, VP of Product Marketing at SAVO Group.
Lattice Engines launched its Lattice Account Prioritization application, a tool designed to support the shift in B2B marketing toward account-based marketing tactics. The app is intended to leverage predictive analytics to segment and target the right accounts in their campaigns and develop personalized messages that resonate with buyers.
The Account Prioritization application positions sales teams to prioritize outbound efforts with buying intent signals and predictive account scores. This information can then be used to personalize the conversations sales reps have with target accounts.