The most important evolution in ABM thinking for 2019 and beyond is the increasingly mature and strategic approach that we see marketing, sales and business leaders taking in building out their programs.
If the last several years have been something of a land grab — ABM enthusiasts staking their claims and launching initial programs — the next several will highlight movement beyond the startup phase into a more substantial institutionalization of ABM as a core component of how B2B firms go to market.
Three initiatives in particular will characterize this evolution:
No doubt others will tout the importance of new technology and tools, and certainly ABM-ers will continue to benefit from more mature martech stacks and more effective point solutions. But strategy, focus and teams are always the prime factors in marketing success and ABM is certainly no exception.