Account Based Marketing (ABM) has long been a popular strategy for driving engagement with key buyers, however a DemandMetric and Integrate survey reveals that 53% of B2B marketers will spend less in ABM in 2023. Whilst this statistic may discourage marketers from investing in ABM, this means the opportunity for businesses that leverage True ABM in the year to come is enormous.
There is a gap in the market for high-quality ABM campaigns—buyers at accounts require account intelligence solutions, but are not always engaged effectively and do not find the custom-tailored programs they require. In other words, the forecasted decrease in spending results from businesses conducting ABM incorrectly or not to its full potential. This has led to campaigns not meeting expected outcomes.
This article explores how marketers can achieve true ABM and make the leap to ABX, a client-centric buying experience that resonates with buyers and keeps brands top of mind when they are ready to engage.