It was always a critical piece, although in 2024, much more so: alignment between sales and marketing teams. In my experience, working together toward shared goals and effectively sharing data between sales and marketing teams has been a game changer. Such an alignment has, therefore, facilitated personalized and targeted campaigns that resonate with high-value accounts.
Then again, it is people-based; however, data and technology are at the heart of ABM. Over time, I learned how to leverage advanced analytics and AI-based tools. It is 2024 now: this helps businesses identify the correct accounts, understand what they need, and deliver personalized content in a timely way. The investment in robust ABM platforms, which can integrate tightly with CRM systems, has streamlined workflows and made processes operationally more efficient.
Personalization has always been the core of ABM. Going further, though, has been one of the central tenets in my experience. This will not be so much customization of content but building an experience by account. Again, knowing the pain points and preferences of target accounts helps businesses create more relevant and engaging campaigns.
Throughout my ventures within ABM, it has been imperative to measure the success registered. It was important that clear KPIs were set and data-driven insights put in place as a scale of measure. It will feature traditional metrics such as lead generation and conversion rates but also impact customer lifetime value and grow the overall account.
These six years of running ABM strategies have taught me success in 2024—solid sales and marketing alignment, advanced technologies for personalized experiences, and comprehensive, end-to-end measurement of success. It’s a way to stay agile and responsive to changing market dynamics for B2B firms looking for significant growth, at a scale, and long-term relationships with high-value accounts.
Account-based marketing is no longer a “nice to have” but a “must-have” for any B2B company wanting to drive growth and strengthen customer relationships. Being in the ABM game for six years, I’ve seen how the landscape continues to change in 2024, presenting new opportunities and challenges. From my experience, the key areas B2B firms should focus on, in terms of a well-rounded ABM strategy, are as follows:
It was always a critical piece, although in 2024, much more so: alignment between sales and marketing teams. In my experience, working together toward shared goals and effectively sharing data between sales and marketing teams has been a game changer. Such an alignment has, therefore, facilitated personalized and targeted campaigns that resonate with high-value accounts.
Then again, it is people-based; however, data and technology are at the heart of ABM. Over time, I learned how to leverage advanced analytics and AI-based tools. It is 2024 now: this helps businesses identify the correct accounts, understand what they need, and deliver personalized content in a timely way. The investment in robust ABM platforms, which can integrate tightly with CRM systems, has streamlined workflows and made processes operationally more efficient.
Personalization has always been the core of ABM. Going further, though, has been one of the central tenets in my experience. This will not be so much customization of content but building an experience by account. Again, knowing the pain points and preferences of target accounts helps businesses create more relevant and engaging campaigns.
Throughout my ventures within ABM, it has been imperative to measure the success registered. It was important that clear KPIs were set and data-driven insights put in place as a scale of measure. It will feature traditional metrics such as lead generation and conversion rates but also impact customer lifetime value and grow the overall account.
These six years of running ABM strategies have taught me success in 2024—solid sales and marketing alignment, advanced technologies for personalized experiences, and comprehensive, end-to-end measurement of success. It’s a way to stay agile and responsive to changing market dynamics for B2B firms looking for significant growth, at a scale, and long-term relationships with high-value accounts.
