Although the sales-marketing disconnect and rivalry has certainly kept life, business, and company gossip interesting, organizations must evolve. If companies want to reap the rewards of ABM, it is critical that their marketing and sales teams get on the same page and focus on developing pipelines filled with quality leads and the right opportunities.
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In an age when modern marketing dominates content and conversations, tried-and-tested tactics like inside sales are often left out. Inside sales has been a critical success factor for winning B2B companies. This success has also created key challenges that can limit future scale.
B2B buyers engage with brands when the content is in the context of their needs. The quickest way to become unconnected is to shove messages that are irrelevant in the face of target account buyers. Automating sequences of these messages, regardless of how unique the media will do nothing more than scale that irrelevance. As the ABM Consortium stated – Scale is NOT a substitute for intimacy.
Over the past decade, the marketing automation industry has undergone massive transformation. Spending in the United States is forecast grow to 25 billion U.S. dollars in 2023 according to Forrester. As B2B buying cycles become increasingly more complex, marketing teams are feeling even more pressure to provide performance at scale across multiple channels and platforms. Originally focused on email, many of today’s marketing automation platforms (MAP’s) include functionalities that support content management, multi-channel orchestration and advanced analytics and data management capabilities.
Marketing automation is no longer just programmed emails, administrative tasks and daily maintenance but about end-to-end marketing solutions driven by AI. Because of this, response marketing automation tools were designed for businesses because they cannot solely rely on traditional marketing automation tools. These non-traditional tools come into play when integrated into a predictive analytics system.
One of the greatest opportunities in ABM today is to integrate the data and messaging of marketing’s most valuable communication channel, email marketing. So why is it that most B2B marketers ignore the role of email when it comes to ABM? Is it because most ABM platforms ignore email? Quite possibly. In fact, only a select few ABM platforms have the ability to gather insights from a clients’ email ecosystem and deliver coordinated messages back.