As the world of business evolves, so do the strategies that marketing professionals use to reach
their target audience. One strategy that has gained popularity in recent years is account-based
marketing (ABM). It involves targeting specific accounts or companies rather than individual
leads. While ABM has proven to be effective, marketers need to stay ahead of the curve and
anticipate trends that will shape the industry in the coming years. Want to know about these
trends? Let's check them out:
4 Trends for Account-Based Marketers in 2024:
1.AI-Infused Personalization:
Personalization is becoming increasingly important in
marketing, and ABM is no exception. As per Forbes, "77% of buyers will choose,
recommend, or pay more for a brand that provides a personalized service." However, as
the number of accounts targeted increases, personalization at scale becomes a
challenge. That's why account-based marketers must harness AI to deliver hyper-
personalized content, tailor messaging & predict prospect behaviors.
2. Content Experience Optimization:
It's not just what you say but how you say it. Content
experience optimization is vital, as it greatly impacts the buying decisions of your
prospective accounts. Account-based marketers should focus on interactive content,
mobile-first design, and intuitive navigation to enhance the prospect's experience.
3. Data-Driven Decision Making:
As the amount of data available to marketers continues
to grow, the ability to make data-driven decisions becomes increasingly important. In
2024, account-based marketers should leverage data analytics and predictive modeling
to identify and prioritize high-value prospects.
4. Cross-Channel Engagement:
Modern buyers interact with brands across multiple
channels. In fact, as per Omnisend, "Companies using cross-channel strategies
experience a 287% higher purchase rate compared to single-channel marketing." In
2024, embrace this trend by coordinating your ABM efforts across email, social media,
webinars, and other platforms
After going through these trends, it is important to know if your offerings align with these ABM
trends. If so, then the next step is to identify and target the relevant accounts for effective
&
successful prospecting. To do that, nothing can be better than leveraging actionable org charts
of the prospective accounts. It can be a valuable tool to identify the relevant prospects to
target.
How Actionable Org Charts Can Help:
The actionable org chart of prospects offers a
holistic view of an organization's structure,
identifying decision-makers and key influencers. They provide insights into roles,
responsibilities, and preferences, allowing you to build an Ideal Customer Profile (ICP) of the
accounts. Ultimately, it empowers account-based marketers to target the right people with the
right message at the right time.
In a world where personalization and targeting are paramount, actionable org charts become
invaluable tools. They allow you to identify the decision-makers and influencers within your
target accounts, facilitating more precise and effective prospecting.
Since B2B marketers believe ABM is crucial to their marketing strategy, the power of actionable
org charts cannot be overstated. By aligning with the trends and using these charts effectively,
your ABM strategy will be well-positioned for success in 2024.