Revenue Growth Insights

Account-based marketing (ABM) stands at a pivotal crossroads as it celebrates two decades of redefining the B2B marketing landscape. Despite research showing that 71% of companies will increase ABM spending in 2023 (ABM Benchmarking study, 2023), recently, I have observed a curious shift: some companies, tempted by the comfort of vanity metrics and a lighter lift, are retreating from ABM back to traditional demand generation strategies, prioritising leads over the nuanced approach of targeted account nurturing. A shift, perhaps, not without merit. Recent research (Global State of Account-Based Marketing, 2023*) shows that marketing leaders are under increased pressure to generate immediate pipeline and accelerate opportunities, and while ABM programs are performing, it is a longer-term strategy, and there's a big gap when it comes to driving substantial impact where it matters most: revenue growth. So, is ABM dead? No, it is very much alive. But it requires a fresh infusion of st...

It’s new, and it’s far from normal. Sales can no longer rely on physical events to collect business cards or walk the corridors with old friends looking for new opportunities. And the pressure has fallen to marketing to fill the void. It’s new, and it’s far from normal. Sales can no longer rely on physical events to collect business cards or walk the corridors with old friends looking for new opportunities. And the pressure has fallen to marketing to fill the void. This means consistently delivering high-quality opportunities with a high propensity to convert. ‘And if you can do that in high volumes, even better’. So: High quality. Steady stream. Got it. But how? Given its overhyped popularity, many turned to Account-based Marketing for the answers, only to be disappointed by the results: too difficult to execute, too slow to get results. While it’s true that account-based marketing requires a more intentional and industrious commitment, the failure to meet expectations does not lie in...