The 3 Trends That Will Make or Break Your ABM Program This Year

March 16, 2022 | Blog, Resources

SVP of Enterprise Sales Peter Murphy, digs into the strategies and technology that allow enterprise marketers to adapt to the constantly changing business landscape that will define 2022. 

The first quarter of 2022 is already drawing to a close, and one thing is certain: the B2B marketing environment is more complex than ever. In an attempt to keep up with changing customer needs, enterprise marketers are facing significant challenges of scale and scope.

Paradoxically, this environment is an opportunity for account-based marketing (ABM) to shine. ABM programs that successfully connect with customers wherever they do business and deliver the right messages for the moment can help companies prove their worth amidst changing conditions. 

As they adapt their strategies and techniques to fit the times, there are three certainties ABM marketers can count on – and that they must take into account in order to succeed: 

Trend One: Hybrid is Here to Stay

As companies settle on whether and where to return to in-person work, it’s clear that hybrid reality is here to stay. Up to 25% of the workforce in advanced countries could now work outside the office at least part of the time – a five-fold increase compared with 2019. B2B conferences and events share a similar destiny: while more than half of B2B marketers will invest more in physical events this year, a third will also invest more in virtual events and nearly 4 in 10 will increase budget for hybrid events

As a result, enterprise ABM marketers must continue firing on all cylinders – online, offline, and via mobile devices – and do so with a greater degree of responsiveness than ever. According to primary research by MRP and Demand Metric, 83% of enterprise marketers report the pace of marketing efforts is faster than ever, with 28% reporting that the channel mix is changing. 

The ability to not only deliver messages in multiple channels, but to manage the resulting data meaningfully, are key capabilities that leading ABM practitioners have mastered. Among ABM leaders whose initiatives deliver significant revenue impact, 80% report three or more systems contributing data to ABM, according to MRP’s research. Still more, 84%, say their tech stack is very or completely integrated – more than double the percentage of those with negative or unmeasured ABM impact, at 30%.  

Trend Two: Less is More

As they operate across channels and devices, marketers need better capabilities than ever to focus on what matters. That starts with accurate interpretation of incoming data signals – a task that’s more challenging than ever, given that buying teams now typically number six to 10 decision makers, each conducting their own research and leaving digital data trails along the way. 

Capitalizing on these intent data signals has skyrocketed recently, with some 70% of B2B technology vendors now using it for prospecting. But without appropriate context, that data can be problematic; is a surge of signals coming from multiple members of a buying team, or from a scattering of disparate low-level personnel? Marrying these signals with existing first-party data, plus technographic and firmographic information, helps marketers discern which signals represent actual prospects in action, and which are random noise. 

Once they’ve identified the data that’s relevant, marketers need a focused plan of action. While ABM platforms with comprehensive omnichannel capabilities are essential, the technology should also provide the means to take a measured approach and focus on the single next best course of action for every campaign. AI-powered predictive analytics and real-time recommendations can guide marketers to the right tactics and help deliver relevant and timely messages in the right format. 

Trend Three: Every Enterprise is Global

More enterprise business is conducted internationally than ever before, and even companies that don’t have operations or subsidiaries abroad can still benefit from global trade: in fact,  cross-border transactions now account for 26% of U.S. and U.K. B2B sales

But so far, many ABM technology providers fail to reflect global reality when it comes to language support. Tools and services are built for American English speakers, and algorithms fail to pick up and prioritize incoming data in other languages that might signal serious intent. 

Companies that do operate globally require still another level of regional support. They also need ABM platforms that support localization of campaigns, strategies, and business objectives, while still empowering marketers to tap into enterprise-wide account insights. This visibility is a hallmark of effective ABM enterprise teams: More than 4 in 10 ABM leaders said they have complete visibility into campaigns being managed by other teams across their organizations, compared with just 7% of those realizing unmeasured or negative ABM impact. 

Marketers can make headway amidst challenging conditions with the right mix of initiatives and tools. Armed with ABM capabilities that heighten focus, responsiveness, and local personalization, enterprise teams can demonstrate relevance and help their customers succeed. 


MRP Prelytix meets the current moment with advanced data management, real-time relevance, and next-generation, global insights. To see how your business can join the leading edge of enterprise ABM, schedule a demo today

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