Account Based Marketing Agency Trends
In this post we look at Account Based Marketing Trends
Artificial Intelligence / Machine Learning
With 85% of all customer service interactions expected to be bot driven by 2020 ABM software providers will be one of the first to adapt and integrate machine learning into the initial customer interaction.
Persona Content marketing
The customising of content towards certain personas is a bedrock of Account Based Marketing and yet it’s not widely adopted by non-specialists. This will definitely start to change as wider B2B sales agencies and companies in general realise the increased benefits of content marketing, personalisation and account based marketing all working together as part of an integrated sales and marketing pipeline.
Did you think building up personas and conducting an account based campaign across multiple touch points was difficult enough? Well in the future you’re going not just continue repeating yourself a lot but also start preparing for possible new touch points such as the Internet of Things and Alexa. It’s going to be fun!
Even the most advanced ABM agencies in London and beyond are just now at the front in terms of using predictive analytics after identifying the ideal customer profile or persona. This trend can only continue as predictive analytics software becomes more advanced, easier to use and affordable.
Small Company Take up
Account Based Marketing Trends – Until now big vendor and enterprise sales organisations have been the drivers of Account Based Marketing Agency growth and pushing tons of money into Account Based Marketing agencies and this will slowly change as small to medium companies understand the benefits better and a third tier of agency sets up to focus on providing affordable campaigns to this sector, just like SEO, SEM and B2B sales categories before.
So that’s it for now in terms of Account Based Marketing Trends 2018! We will be adding and updating this article throughout the year so if you would like to contribute or write a guest post please get in contact.
ACCOUNT BASED MARKETING AGENCY LONDON SPECIALISTS
IMAGE CREDIT: Glengarry Glen Ross