What is the next evolution of Account Based Marketing?
ABM has gained much traction in the past few years and marketers have developed the kinds of best practices around ABM to make it one of the fastest growing innovations in the B2B mix. But what’s next?
The business world has changed since the pandemic and B2B marketing has had to pivot, transform and evolve with a digital first focus. As Jon Miller, CMO at Demandbase (client) has said, “It’s time for the next evolution in B2B go to market strategies. We can’t keep doing the same things and expect different results.”
Customer expectations and preferences have changed as well – not just during the buying journey, but across the entire customer lifecycle. It is with those changes that we can see new opportunities in B2B marketing. So, what do those new opportunities look like?