Account Based Marketing Trends
Artificial Intelligence & Machine Learning
With 85% of all customer service interactions expected to be bot driven by 2020 Account Based Marketing (ABM) software agencies will be one of the first to adapt and integrate machine learning into the initial customer interaction. This focus on using data to identify intent to purchase and predictive analytics is a great example of how Digital Transformation is transforming the traditional B2B sales process and methodology.
Customised Content marketing
The customising of content towards certain personas is a bedrock of Account Based Marketing and yet it’s not widely adopted by the vast majority of companies and one of the reason of this is an under appreciation of the value of content marketing, the admin involved and the cost. This will definitely start to change in 2018 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.
For us this is a very practical example of a Digital Transformation trend as an organisation will need a significant upgrade in work flow process and analytics to be able to get and maintain a competitive advantage using content marketing
Did you think building up personas and conducting an account based campaign across multiple touch points was difficult enough? Well in 2018 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. Again, the ability to build and convey your messages, brand narrative and engagement across multiple digital transformation is 100% an example of digital transformation and best practise. If your customers can order paint or make a return using Alexa. this is a great Digital Transformation example.
Even the most advanced digital innovation agencies 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 and so using predictive analytics say in your sales work flow and tracked, valued and assigned in your CRM is a great digital transformation example.
Small Company Take up
Until now big vendor and enterprise sales organisations have been the drivers of Account Based Marketing Agency growth and pushing tons of money into B2B agencies and this will slowly change as small to medium companies understand the benefits better of ABM and adopt digital transformation of their sales flows.
Digital Transformation News UK – Summary
So that’s it for now in terms of Digital Transformation 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 UK LIST
IMAGE CREDIT: Glengarry Glen Ross