Account-based marketing is all set to revolutionize B2B
marketing. It is getting all the attention and love from businesses and
marketers. As much as two-thirds of B2B agency marketers reported that their
business is using Account Based Marketing (ABM), according to a survey
of 400 senior professionals by Demandbase.
Not long ago, ABM was supposed to be an extremely high-cost
marketing strategy. Marketing automation, new data sources, big data, and
sophisticated analytic tools have made it easier to implement ABM across entire
So what’s up next in 2018 for ABM? What’s the hottest trend
that will reshape account based marketing in 2018?
Here are some of the leading ABM trends that will reshape it
in 2018 and beyond.
1. New tools to hit
the market in 2018
ABM, like any other marketing, cannot do well without tools
and software – especially when B2B
companies are fully charged to focus more on ABM.
The exponential growth in ABM demands new tools, innovation,
and improvement in existing software. Companies like Lead Genius and
DiscoverOrg are bringing new tools to the market.
The competition in the ABM tools market will increase which
will, eventually, bring value and reduce prices.
2. Small businesses
will be all in
Small businesses and startups don’t really go after ABM due
to the limited marketing budget. New and improved ABM tools will lower the
price and small businesses will switch to ABM this year.
Since ABM offers a much
higher ROI than other marketing activities, therefore, as soon as running
an ABM campaign will become affordable for startups, they will go for it
without a second thought.
3. Chatbots meets ABM
Chatbots are expected to power as much as 85%
of all customer service interactions by 2020. HubSpot calls them the Future of
Marketing. Brands like Harper Collins, Aliexpress, Starbucks, Whole Foods,
and several others are already using chatbots to interact with their customers.
Chatbots must learn the ABM approach for personalized
conversations so as to offer superior customized services. Businesses that are
ready to invest in ABM in 2018 won’t rely too much on chatbots.
Chatbots will improve and learn ABM approach to stay in