This year, 79% of B2B marketers reported using an ABM platform , and account-based marketing accounted for an average of 16% of B2B and B2B2C marketing budgets. and personalization that B2C consumers have come to enjoy, especially as the pandemic-era shift to digital-first B2B selling is occurring, a trend that ABM programs are taking into account. Despite the resources dedicated to ABM, less than half of marketers are completely satisfied with all elements of their account-based marketing programs , including technology, measurement, personalization capabilities, and targeting accounts.
What’s the problem?
While ABM programs are relatively new as gambling data vietnam a tool for B2B marketers, they shouldn’t be complacent when adopting these strategies. They require commitment to coordinating with sales teams, as well as digital and technology skills that are evolving as quickly as the market. Heather Malenshek , CMO of Land O’Lakes , agrees that it is a big investment of time and resources, but the ROI of ABM programs is high.
ABM will continue to be a part of B2B marketers
“Account-based marketing continues to provide a significant return on investment for our company,” says Malenshek. “Don’t get me wrong, it’s a significant investment; it’s not easy to achieve the necessary level of alignment between our marketing, sales, and service teams. But in return, the experiences we deliver and the relationships we build with customers make it more than worthwhile.” ‘ toolbox.
Marketers need adequate training to prepare for the future
But they need to plan now to improve the necessary digital skills and internal sales and service processes that make account-based marketing programs effective . 5. There are two main approaches to upskilling a marketing team: hiring to fill knowledge gaps and upskilling or reskilling current staff members to keep up with the pace of change. Which is the best option to ensure a team’s success into the future? It may depend on the quality of the resources available internally for training.
Training for the skills most in-demand for marketers
Unfortunately, this is a concern for many colin freeman senior director of innovation and new technology projects teams: only 44% of marketers rate the training they receive as employees as excellent. is also falling short. The No. 1 skill marketers said they wanted to improve was creativity, yet only 44% of companies offer training in this area. Core data analytics skills, which are in high demand, are also lagging behind, with only 39% of companies offering training in the subject.
Marketing leaders have a choice to make
Do I rely on the quality of the reskilling vietnamese offer resources I have or do I look elsewhere? The choice starts with a conscious decision to be proactive. Marketing leaders should carefully examine the training resources available to decide if they are sufficient to prepare their teams for the future of marketing strategies. Having the right skills on their team means that marketers will be able to react to dynamic market conditions and pick up on new trends in what customers want and need.
