We B2B marketers are on the cusp of an evolution. This shift in the industry is caused by the rapid growth in marketing technology (martech).
The relatively new martech industry has grown by 98% between 2014 and 2015, with nearly 2,000 vendors covering the landscape and offering a variety of data collection, personalization, and automation tools.
Armed with that tech, B2B marketing and sales teams are enhancing sales strategies through effective customer engagement, much like their B2C counterparts.
The traditional B2B marketing process started with a broad, untargeted approach to capture and communicate with as many potential new customers as possible, but smart B2B marketers have realized an opportunity to minimize long sales cycles.
Enter account-based marketing (ABM). ABM is all about identifying and targeting best-fit customers; broad-based lead-gen models no longer work effectively in today's customer-centric world.
Moreover, sales teams' have begun to identify success in closing deals more quickly with an ABM approach. A whopping 92% of B2B marketers said ABM was "extremely" or "very" important to their overall marketing efforts, according to a study conducted by Sirius Decisions.
Flip the funnel
Now, let's call our prospects and customers what they are: accounts. Your accounts are what pay your company revenue; after all, it is called "accounts receivable" on your company's general ledger.