With in-person engagement on hold this spring and possibly into summer, B2B marketers continue to pivot their strategies to make up for lost leads, maintain relationships with clients and attract new business. These new challenges present an opportunity for marketers to dig deep and come up with innovative ways to engage with prospects and customers.
Demandbase has announced the launch of its ABM Innovation Tour, a four-stop virtual experience that will offer access to insights, industry best practices and success stories from leading B2B marketers. The events will take place on June 24, July 8, July 22 and August 5 to provide marketers the opportunity to connect with experts and learn what's next in B2B marketing.
Demand Gen Report has been covering the rapid growth of account-based marketing and key players — from practitioners to solution providers — in the space from the start. Year over year, our benchmark research shows more marketers already practicing or planning to practice ABM in some way. Our 2019 research revealed that half of the respondents (50%) have had their initiatives in place for more than a year, while 25% have been practicing ABM between six and twelve months. Only 6% of respondents said they are not doing ABM yet.
The addition of artificial intelligence (AI) to the traditional marketing ecosystem can help businesses leverage real-time customer interactions to automate routine tasks and personalize responses to convert more leads. Many tools in the marketing tech stack — including marketing automation, customer relationship management systems and content management platforms — incorporate AI to some degree already, and it is becoming more pervasive.
While Spring normally marks the start of conference season in the marketing community, concerns around the coronavirus outbreak have forced the cancelation or postponement of a number of events this year. Adobe, SalesLoft, Oracle and Demandbase are among the marketing technology leaders canceling or postponing their upcoming in-person events.
Account-based marketing has already made its mark as an essential part of a B2B marketing and sales strategy, and the next phase of ABM is already on the horizon. As B2B marketing evolves, so do the strategies within it. And ABM is no exception. Marketers must keep up with new trends and innovations to stay ahead of the curve and their competitors.
This is why events like The ABM Innovation Summit — presented by Demandbase on March 17-18, 2020 — play an integral role in the advancement of ABM practitioners. Now in its seventh year, the Summit is the conference for B2B marketers looking to accelerate their ABM strategies by learning from peers who are practicing it every day.
Demandbase is adding the Dynamic Audiences feature to its flagship ABM Platform, enabling B2B marketers to further automate their advertising and marketing campaigns. Powered by Artificial Intelligence, Dynamic Audiences is designed to automate the targeting of specific accounts with specific messages based on sales stage, intent, website engagement and other buyer data.