A new report based on business-to-business marketing data from Salesforce Research, Forrester Research and the Information Technology Services Marketing Association shows how technically sophisticated top-performing B2B marketers have become in order to woo today's demanding clients. "B2B marketers are increasingly using a mix of account-based marketing (ABM), artificial intelligence (AI), and analytics to connect the right customers with the right content at the right moments," concludes B2B Marketing Trends: Insights From the Frontline released in June. For example, today's business buyers demand personalization: 69% of business buyers expect companies to anticipate their needs, and 60% of business buyers are comfortable with companies applying relevant personal information in exchange for personalized engagement. B2B marketers are not quite up to speed yet, however, with only 46% of B2B marketers reporting a completely unified view from customer data sources. This is true even though most marketers agree that personalization improves brand building (92%) and customer advocacy (80%). Account-based marketing (ABM) programs are collaborative efforts between marketing and sales teams, and high-performing B2B marketing teams are much more likely to collaborate effectively on ABM programs (54%) compared with under-performing marketing teams (34%). Among B2B marketers using ABM, the ABM programs now account for more than a quarter of their total marketing budgets. Why? Nearly half of ABM users say the programs deliver higher ROI than comparable marketing methods: 77% of ABM users are achieving 10% or greater ROI, and 45% of ABM users are seeing at least double ROI compared to other marketing methods. Meanwhile, because 69% of business buyers expect personalized "Amazon-like" customer experiences today, AI usage among B2B marketers grew 23% in 2018, with the majority using AI for facilitating online experiences with offline customer data, driving next best offers in real time, to improve customer segmentation, creating dynamic websites and landing pages, and personalizing overall customer journeys, as well as other goals. For more data and a link to download the report, see our full blog post at https://www.acculist.com/research-shows-abm-ai-analytics-drive-b2b-marketing-success/
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