Account-Based Marketing (ABM) has become a go-to strategy for many technology organizations, enabling them to engage target accounts more effectively and drive more revenue. While ABM teams have mastered the fundamental tactics, rapid changes in the market and technology are refocusing the question on the future: How will ABM be used in the future?
Gemma Davies, Global Head of ABM at Service
Now and with 20 years of experience at loan database Fortune 500 companies, is working to answer this question. In a recent webinar, she shared her predictions about the future of ABM and the best ways to prepare for it.
BM strategies will focus on experiences that create real connections
According to a study by Informa TechTarget, 65% of tech professionals believe that continuing to solve their problems and understand their needs is essential to retaining them. Gemma predicts that ABM will become even more focused on customer priorities.
Marketing strategies should aim to build genuine 5 mobile design tips connections with customers, says Gemma. To achieve this, ABM teams will need to prioritise authenticity and transparency in andorra business directory their messaging. This can include validating solutions, highlighting company values and social responsibility initiatives. This approach differentiates the business while laying the foundation for stronger relationships.
To make these connections, go-to-market (GTM)
Teams need to focus on relevance over simple personalization. 91% of tech buyers are more likely to buy from a based marketing brand that provides them with relevant content. According to Gemma, personalization is helpful, but relevance is much more important. The ability to use data, analytics, and artificial intelligence (AI) to tailor content at scale to individual preferences will be revolutionary.
Gemma adds that this approach
Must apply to every interaction with a target account: “ABM is about the entire customer lifecycle. We need to deliver exceptional experiences at every touchpoint to create long-term advocates.”
Prediction #2: Generative artificial intelligence (GenAI) will optimize the use of data to personalize content.
Integrating generative AI into ABM strategies allows marketers to analyze data in real time, optimize campaigns quickly, and pass leads to sales teams more efficiently. However, adopting GenAI requires experimentation and risk-taking.
buyers remain cautious about GenAI
Prefer content from trusted experts over AI-generated content. For Gemma, the role of ABM leaders is critical: “Our mission is to build a culture around AI, where our teams are curious, ready to innovate, and brave enough to try new things.”
Rather than fearing AI, it’s about seeing it as an opportunity: “Think of AI as a colleague to work with, rather than a threat to your jobs.” For Gemma, the key is balance: combining AI-generated content with human insights to keep customer experiences personal and engaging.
The next era of ABM will require greater
While ABM is often linked to marketing. Gemma emphasizes that “aligning goals across the organization is crucial” to maximize its impact. At ServiceNow. Gemma cultivates a culture of collaboration and experimentation.
“ABM is a great channel for teams to measure business impact and pipeline,” she says. For example. She works closely with her editorial team to align their content strategy with topics that target accounts are interested in. This content is then shared with the accounts before being distributed to a wider audience, creating a mutually beneficial collaboration.
“ABM is not a team,” says Gemma. “
Priorities for ABM teams:
– Strengthen collaboration between sales and marketing: Gemma encourages regular exchanges between the two teams to evaluate performance and adjust strategies.