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.
Bringing the unique perspective of the investment community as well as having built one of the top brands in the marketing automation category, Tim Kopp was announced as the CEO and chairman of Terminus this week.
While ABM has been widely adopted within B2B marketing and its awareness is higher than ever, new research from Demandbase and Demand Metric has revealed that ABM tech stacks are still in the “immature” stages. Marketers are having a tough time choosing the right technologies, especially with the explosion of ABM solutions hitting the market. This, in turn, has given vendors the opportunity to position themselves as educators and thought leaders in the space to help practitioners accomplish goals.
Sales enablement is only the first step towards sales success. B2B companies must also ensure that their sales teams are using and fully engaged with the content and tools provided to them. In an interview with Demand Gen Report, David Hood, President and CEO of VanillaSoft, a sales software and engagement platform provider, shared his thoughts on the sales engagement space, as well as how companies can promote change management from within.
B2B business has a bad reputation for continuing to push traditional, lengthy, inhuman sales cycles on its prospective buyers. However, a variety of vendors and practitioners in the space are making the push to turn the B2B buying process into a conversational, personal experience. At this year’s Adobe Summit, in particular, we saw Marketo and Adobe unveil integrations with a variety of companies in an effort to better enable companies to offer frictionless customer experiences with a conversational approach.
The B2B buying process is always in a state of evolution, but one often overlooked thought is that this evolution also impacts current relationships between buyers and sellers — making it far easier for churn to occur. While new technology emerges to help get in front of buyers and customers, many companies are choosing technology over personalized customer experiences.