2022 State of ABM: Account-Based Strategies Continue Experiential Evolution

The continuous evolution of ABM best practices presents a unique challenge for B2B marketers. While ABM is beyond its infancy — according to ITSMA, almost 50% of all ABM programs are in the “expanding” or “embedded” stage — marketing teams are still learning how to ease growing pains.

ABM practitioners are turning to campaign customization to better identify accounts where they are to increase engagement. The result is account-based experiences (ABX), which provides a more tailored approach to campaigns with immersive content to boost engagement by building an emotional connection with buyers. ABX goes beyond traditional marketing-centric interactions to include sales, sales development, customer success and other revenue teams.

This report will share tips, best practices and use case examples of how marketers are upping their ABM game. Specific topics discussed include:

• How marketing teams are evolving from ABM to ABX strategies to increase relevance and personalization;
• The necessity of incorporating interactivity and experiential assets into account-targeting strategies to increase engagement;
• The increasing importance of leveraging signal/intent data to identify relevant assets and create trigger-based campaigns;
• The most popular ABM campaign measurement metrics and how top practitioners are mapping accounts to sales/marketing and proving ROI; and
• The top tools and solutions practitioners are using to de-anonymize and target in-market accounts.