Next Generation Account-Based Marketing Strategy: Moving Beyond the Account to the Individual Stakeholder

To thrive in the new era of business, B2B companies need to move beyond account-based marketing ( ABM) to an individualized approach that treats business stakeholders as people. Account-based marketing for the individual ( ABM-i) uses data and insights to create personalization and drive revenue. Forrester and ITSMA surveys identified personalization and data management as keys to ABM-i success.

A tiered approach can help organizations prioritize their efforts. Starting with Tier 4 and 3, companies can create a scalable approach based on shared characteristics across prospects. Tier 2 adds more personalization based on interests and job functions. Tier 1 is a hyper-personalized approach with creative ideas to catch attention. Examples include Vodafone's V-Hub and GumGum's custom comic book for T-Mobile.

ABM-i is a time-consuming game, but advances in data analysis, predictive analytics, and automation make it more achievable. Organizations can reach one-to-one relationships with customers, at scale, and drive greater revenue. With the right approach, ABM-i is a powerful tool for success.