How Programmatic Display and Content Syndication are driving pipeline growth in ABM
Our study reveals Programmatic Display and Content Syndication top the bill in terms of most popular tactics in ABM. This could be attributed to their ability to precisely target specific accounts or individuals. Both tactics are highly effective in reaching and engaging key decision-makers within target accounts, as they allow for personalized messaging and tailored content and are relatively easy to scale. They can also be implemented quickly and efficiently, making them an attractive option for companies looking to ramp up their ABM efforts.
The powerful combination of precision targeting, personalized messaging, and robust tracking and measurement capabilities make programmatic display and content syndication highly effective tactics for driving engagement and accelerating pipeline growth in ABM.
Rate the importance of each channel tactic to your overall ABM strategy?
1 (least important) - 5 (most important)
The ABM landscape has seen a significant improvement in tailoring content for specific accounts and stakeholders across the decision-making unit (DMU). According to our survey, 45% of marketers are now creating content for specific accounts, up from just 24% in 2020. Additionally, 41% of marketers are tailoring content for stakeholders across the DMU, up from 22% in 2020.
While this is a significant improvement, one-to-one messaging, a highly targeted tactic still lags behind other tactics seeing only a slight increase from 2% in 2020 to 9% in 2023.
This may be due to how resource-intensive it is, as well as the challenges associated with scaling it across a large number of accounts. What’s more, for companies just starting out on their ABM journey, getting access to the right data that provides a deep understanding of their target accounts, their pain points, and the various stages of their buying journey is challenging.
As companies advance in their ABM programs, tailoring content to specific accounts and buying stages is cited as a critical tactic for ABM success and is made more accessible through advanced technologies such as AI, machine learning, and predictive modeling. By leveraging these technologies within a Targeted Demand Generation platform, companies who have not yet invested in an ABM platform can collect, analyze, and translate vast amounts of data into actionable insights that identify the most accurate triggers for personalizing content.