ABM: Hyper-focused, Hyper-targeted and Hyper-personalized … or Just Hype?
I’m a former Marketing textbook editor. In my time ... the before time... the 4P’s (product, place, price, promotion) and the resulting marketing mix was cutting edge stuff. Now 50+ years later (yes, 50+ years) ABM, or Account-Based Marketing is the rage, in part due to our ability to gather massive amounts of data and use it at a granular level of interaction and integration with the sales function.
ABM, according HubSpot’s blog, is a focused growth strategy in which Marketing and Sales collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts. ESP’s are incorporating this process in their toolkits.
“ABM helps your business work and communicate with high-value accounts as if they’re individual markets. By doing this — along with personalizing the buyer’s journey and tailoring all communications, content, and campaigns to those specific accounts — you'll see greater ROI and a boost in customer loyalty.”
Not everyone in B2B marketing thinks ABM is great or worse, it’s a bad idea. The two guys at marketingweek.com have some strong cautions about getting too "hyper".
“What’s so bad about bad ABM, you ask? Well, bad ABM is actually three bad ideas – personalisation, hypertargeting and loyalty marketing – mashed together into one unholy monstrosity. We must slay this Frankenstein before it eats the brains and budgets of any more B2B marketers.”
Read both articles and you decide where to draw the line.