Account-based marketing (ABM) has become an essential strategy for many tech organizations, enabling them to engage target accounts more effectively and drive revenue. As ABM teams establish foundational tactics, rapid technological and market changes prompt a shift from maintaining current strategies to exploring “How can we use ABM in the future?”
Gemma Davies, Head of Global ABM at ServiceNow and a 20-year veteran in the field for multiple Fortune 500 companies, is addressing this question. In a recent discussion, Gemma shared her predictions for the future of ABM and how to prepare effectively.
Prediction #1: Focus on Account-Based Experiences for Genuine Connections
Gemma predicts that ABM strategies will increasingly center on creating authentic connections with customers. Research indicates that 65% of tech professionals believe solving their problems and understanding their needs is crucial for vendor retention. “Marketing strategies should prioritize building those genuine connections with customers,” Gemma explains. Future ABM efforts will need to emphasize authenticity and transparency, which can be achieved by validating solutions, showcasing company values, and highlighting social responsibility. This approach not only differentiates a business but also lays the groundwork for deeper relationships.
To foster these genuine connections, go-to-market (GTM) teams should prioritize relevance over mere personalization. Relevant content significantly increases the likelihood of converting prospects into customers; 91% of tech buyers prefer brands that provide pertinent content. “Personalization is great, but relevance is far more important,” says Gemma. Leveraging data, analytics, and AI to tailor content to individual preferences will be crucial for success.
As teams focus on authenticity, transparency, and relevance, they must ensure this approach is applied consistently across the entire customer lifecycle. “ABM is relevant to the whole customer journey, so we need to deliver exceptional experiences at every touchpoint to cultivate long-term advocates,” she emphasizes.
Prediction #2: Generative AI Will Enhance Tailoring of Content
The integration of generative AI (GenAI) into ABM strategies offers marketers the ability to analyze real-time data and optimize campaigns more swiftly, potentially accelerating the buyer’s journey. However, effective GenAI adoption necessitates a culture of experimentation and risk-taking. While buyers currently favor content from trusted experts over GenAI—90% prioritizing the former—Gemma believes that ABM leaders play a critical role in fostering an AI-friendly culture: “Our most important job is to instill curiosity in our teams to explore new innovations and learn from them.”
She advocates viewing GenAI as an opportunity rather than a threat. “It’s about shifting the culture to see AI as a collaborator rather than a replacement.” By balancing GenAI content with human insights, businesses can ensure customer experiences remain personal and engaging.
Prediction #3: Alignment Across the Organization is Key
Although ABM traditionally falls under marketing, aligning goals across the entire organization enhances its impact. Gemma emphasizes that a collaborative culture of learning and experimentation is essential. “ABM is a great channel for different teams to attribute real business impact and pipeline,” she states. For instance, she collaborates with her editorial team to ensure content aligns with what target accounts are engaging with, sharing that content ahead of broader audiences to achieve mutual objectives.
“ABM is not just a team; it’s how we orchestrate the efforts of Marketing as a whole,” Gemma asserts. Here are additional strategies she employs to foster an ABM-centric approach:
- Empower Sales and Marketing Collaboration: Gemma finds that strong communication between sales and marketing enhances ABM strategies. Regular discussions about ABM performance and feedback are crucial.
- Balance Short-Term and Long-Term Goals: While ABM aims to drive revenue, it often takes time. Gemma advises balancing immediate KPIs, like engagement rates, with long-term objectives, such as account penetration, to illustrate ABM’s overall impact.
- Develop Skills to Prevent Burnout: The fast pace of ABM can lead to burnout. Gemma takes a proactive approach to skill development, focusing on areas beyond core marketing competencies, such as presentation skills and personal growth. Additionally, experimenting with AI technologies can streamline administrative tasks, allowing ABM professionals to concentrate on strategic thinking.
Keeping the Customer at the Core of ABM
As ABM teams evolve to meet industry changes, maintaining a focus on buyer preferences and needs should remain their guiding principle. By creating relevant customer experiences, leveraging emerging technologies, and fostering organizational alignment, businesses can reap the benefits of a customer-first approach and stay ahead of the curve.
As Gemma aptly puts it, “No one can say you’re doing anything wrong if you can justify that it’s in service of driving an outcome for the customer.”
For more insights into Gemma’s ABM philosophy, consider exploring her predictions for the future of ABM.
