B2B Marketers Are Using A Variety of ABM Content Delivery Approaches

This article was published originally on Marketing Charts in November 2021.

How are B2B marketers going about mastering a successful B2B account-based marketing (ABM) strategy? The latest report [download page] from Demand Gen Report, MOI, Rollwords, Salesforce and Triblio delves into this from a variety of angles, finding that most ABM marketers are creating assets tailored to specific industries, roles and account challenges and needs.

For the most part, marketers are relying on case studies, articles or blogs, white papers and guides or e-books for their ABM efforts. The report also notes that several survey respondents wrote in that they were using webinars for ABM. This stands to reason considering that webinars were named as one of the best-performing B2B content assets in the past year.

Per the report, as part of their ABM initiatives, most B2B marketers are offering targeted executive event invitations and sales meeting invitations, while more than a third are providing video contetn and interactive content tailored by industry or role.

As for how marketers are delivering this content, email is by far the most used delivery channel — cited by 91% of survey respondents. Other top delivery channels include account-based advertising (66%), in-person events (64%) and outbound tele-prospecting (53%). Half are using direct mail to reach their target audience.

Most marketers aren’t doing all this alone. More than 7 in 10 (73%) say they are currently or planning to use an agency partner to assist in areas such as developing content assets, setting overall ABM strategy and overall ABM execution.

Using metrics such as the number of qualified leads, net-new accounts engaged and contribution to pipeline revenue to measure their ABM efforts, more than half (53%) say they are satisfied with the impact their ABM efforts are having on meeting organizational expectations. They also say that ABM has positively impacted sales and marketing alignment, efficient use of marketing resources, while also building stronger, more trustworthy relationships.

Find the full report here.

About the Data: Findings are based on an October survey of 308 B2B marketing executives and professionals of various roles across industries.

Our Take

The survey findings are consistent with our experiences working with several clients.
Ideally, your ABM initiatives will leverage the marketing assets and content you are create for your “standard” Demand Generation campaigns. Customizing existing content, when it is appropriate, can save a lot of time and money.
Webinars are very effective for both Demand Gen and ABM strategies, by building Thought Leadership by educating and informing.
Videos are extremely valuable in putting a face on your company, so buyers can get to know, like and trust you. Not to mention, you get to tell your own story in your own words.
It is critical to have a content strategy to align content development with the Buyer Journey. Simply creating content because it is “cool” instead of meeting a specific information need at each stage of the journey risks wasting money and precious time!

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About Prism Group

Prism Group is a full-spectrum, multi-talented B2B agency focused on Energy Tech, Technology, Energy, Services and Media markets. Our work is telling stories that matter, because our clients are working to change the world for the better. What makes us different is that we put into action the strategies we recommend – we get it done, so you can get results and increase the value of your business.