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5 ABM / ABX Trends in 2023

Updated: Oct 20, 2023

Account-based marketing (ABM) has been around for several years now, but it has gained more traction in recent times. With the emergence of new technologies and the need for personalization, ABM has become a popular choice for B2B marketers. In this article, we will be discussing the latest trends in ABM that you need to be aware of.


Trend #1. AI-powered ABM

Artificial intelligence (AI) is becoming increasingly popular in the marketing industry, and ABM is no exception. AI-powered ABM allows marketers to analyze data and make personalized recommendations based on customer behavior. This makes the process of targeting and engaging with key accounts more efficient and effective.


How Terminus use AI for Predictive Analytics

Predictive analytics is a form of AI that uses machine learning algorithms to analyze data and make predictions about future outcomes. In AI-powered ABM, predictive analytics can be used to identify target accounts that are most likely to convert. By analyzing data such as firmographic, technographic, and behavioral data, predictive analytics can identify patterns that indicate which accounts are most likely to become customers.


For example, Terminus, uses predictive analytics to identify high-value accounts that are most likely to become customers. Their AI-powered platform analyzes data from a variety of sources to create a list of target accounts, making it easier for marketers to focus their efforts on the accounts that are most likely to convert.


How DemandBase use AI for Account Based Advertising

Account-based advertising uses AI-power to reach specific accounts. By using AI to analyze data, marketers can create personalized ads that are tailored to the needs and interests of their target accounts. This makes the advertising more effective and increases the likelihood of conversion.


For example, Demandbase, uses AI-powered ABM to create personalized advertising campaigns for their clients. Their platform uses data such as website visits, job titles, and company size to create targeted ads that are tailored to the needs of each individual account. By using AI to create personalized ads, Demandbase has been able to achieve higher conversion rates and better ROI for their clients.


By using predictive analytics and account-based advertising, marketers can create personalized experiences for their target accounts and increase their chances of conversion. As AI technology continues to evolve, we can expect to see even more innovative applications of AI-powered ABM in the future.


Trend #2. Cross-channel ABM

ABM is no longer limited to email campaigns and personalized landing pages. With the rise of social media and other digital channels, marketers are now using a cross-channel approach to reach their target accounts. By using multiple channels, they can create a more comprehensive and personalized experience for their prospects.


How Engagio supports Sales Integration

One of the latest trends in cross-channel ABM is the integration of sales and marketing teams. By working together, sales and marketing teams can create a more cohesive and personalized experience for target accounts. Sales teams can provide insights into the needs and interests of their target accounts, which can be used by marketing teams to create personalized content and messaging for each account.


For example, Engagio offers a Sales Plays feature that allows sales and marketing teams to collaborate on personalized outreach to target accounts. By using the Sales Plays feature, sales teams can provide insights into the needs and interests of their target accounts, which are used by marketing teams to create personalized content and messaging for each account.


How UberFlip uses Personalized Content

By using data and insights to create personalized content, marketers can create a more engaging and relevant experience for their target accounts. Personalized content can take many forms, including email campaigns, social media posts, and personalized landing pages.


For example, Uberflip, a content experience platform, allows marketers to create personalized content experiences for each target account. By using data such as job titles and industry, marketers can create personalized landing pages that are tailored to the needs and interests of each individual account. This makes the content more engaging and increases the likelihood of conversion.


Cross-channel account-based marketing is an important trend in the B2B marketing industry. By integrating sales and marketing teams and using personalized content, marketers can create a more comprehensive and personalized experience for their target accounts, resulting in higher engagement and better conversion rates. We are looking forward to seeing even more innovative applications of cross-channel ABM in the future.


Trend #3. Scaled Personalization

Personalization has always been a crucial part of ABM, but with the advancements in technology, it has become easier to personalize at scale. Marketers are using tools such as predictive analytics, machine learning, and account-based advertising to create personalized experiences for their target accounts.


How Terminus helps create personalized experiences

Terminus offers a predictive analytics feature that analyzes customer behavior to predict which accounts are most likely to convert. Based on this analysis, marketers can create personalized content and messaging for each account, resulting in higher engagement and conversion rates.


How Madison Logic uses Dynamic Creative Optimization

Another trend in ABM personalization is the use of dynamic creative optimization (DCO). DCO involves creating multiple versions of a creative asset, such as an ad or landing page, and using data to determine which version to serve to each individual user. By using DCO, marketers can create personalized experiences at scale.


For example, Madison Logic, a B2B account-based marketing platform, offers a DCO feature that allows marketers to create multiple versions of an ad or landing page and serve the most relevant version to each individual user. By using data such as job title, industry, and company size, Madison Logic's DCO feature ensures that each user receives a personalized experience, resulting in higher engagement and conversion rates.


Trend #4. Sales Alignment

ABM is not just a marketing strategy; it’s also a sales strategy. For ABM to be successful, marketing and sales teams need to work together to identify target accounts and create personalized experiences. Sales teams are now being included in the ABM process, which has led to better alignment and increased ROI.


How the HighSpot platform enables sales

ABM sales alignment is the use of sales enablement tools. Sales enablement tools can help sales teams to have more meaningful conversations with target accounts by providing personalized content, messaging, and insights.


For example, Highspot, a sales enablement platform, offers a feature that integrates with ABM platforms to provide sales teams with personalized content for each target account. By using data such as account industry, size, and buying stage, Highspot's sales enablement tool provides sales teams with the right content and messaging to engage with each account, resulting in higher conversion rates and faster sales cycles.


How DemandBase improves your account-based metrics

Demandbase offers an account-based metrics feature that allows marketers to track the success of their ABM programs by measuring the performance of specific target accounts. By using account-based metrics, marketers can identify which accounts are driving the most revenue and adjust their sales and marketing strategies accordingly.


Sales alignment is crucial to the success of ABM programs. By using sales enablement tools and account-based metrics, sales and marketing teams can work together to target the right accounts with personalized messaging and content.


Trend #5. Customer Retention

ABM is not just for acquiring new customers; it can also be used for customer retention. By using ABM to create personalized experiences for existing customers, marketers can increase customer loyalty and reduce churn.


How Predictive Analytics can help improve retention

Evergage, a personalization platform, offers a predictive analytics feature that can identify customers who are at risk of churn. By analyzing data such as customer behavior, purchase history, and engagement with marketing campaigns, Evergage's predictive analytics can identify customers who are at risk of churn and provide personalized recommendations to retain them.


Introduce Customer Success programs

Customer success programs involve providing ongoing support and engagement to customers to ensure they achieve their desired outcomes. For example, Terminus offers a customer success program that provides ongoing support to customers. The program includes regular check-ins, training sessions, and access to a customer success manager. By providing ongoing support and engagement, Terminus's customer success program helps customers achieve their desired outcomes and increases their loyalty to the company.


ABM can be an effective strategy for customer retention. By using predictive analytics and customer success programs, businesses can identify customers who are at risk of churn and provide personalized support to retain them.


Conclusion: ABM / ABX is a must for B2B organizations

ABM is evolving, and marketers need to stay on top of the latest trends to be successful. From AI-powered ABM to cross-channel approaches and personalization at scale, these trends are shaping the future of ABM. By incorporating these trends into your ABM strategy, you can create more personalized experiences for your target accounts and increase your ROI.


Let us know your opinion - vote in our poll below


What do you think will be the biggest trend in Account Based Marketing?

  • Predictive Analytics

  • Account Based Metrics

  • Dynamic Creative Optimization

  • Cross-Channel / OmniChannel




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