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CMO & Founder at B2B Fusion | Enhancing Pipeline Growth & Visibility

3 ways ABM/ABX has changed from 2023 to 2024 based on hundreds of conversations: 1️⃣ Increased use of AI/ML for account prioritization and personalization at scale In 2024, more companies are leveraging AI and machine learning capabilities to enhance their ABM programs. AI is being used for more precise account identification, scoring, content personalization, and orchestrating multi-channel campaigns across the entire customer lifecycle. This allows for ABM execution at a greater scale and level of personalization than was possible previously. 2️⃣ Growth on all dimensions. Expansion of ABM beyond new logos to existing customers - applying ABM strategies to engage existing customers for retention and expansion motions. Organizations are using ABM principles to produce tailored content, identify cross-sell/upsell opportunities, and drive higher customer lifetime value from their install base. 3️⃣ Tighter sales and marketing alignment through shared processes. As ABM matures in 2024, there is an increased emphasis on breaking down silos between sales and marketing teams. Companies are adopting more holistic "revenue team" approaches with shared processes, metrics, and a common understanding of buyers group and the customer journey to enable more seamless ABM execution. What changes are you seeing in 2024 with your ABM programs and strategy? ___________ 👏Follow B2B Fusion on Go To Market best practice strategies. 👍Like and subscribe to B2B Fusion YouTube channel of 207+ GTM videos. 🤙🏽Struggling with faster, more efficient growth? Let's talk.

Kathleen Schaub

Strategist - Marketing Management & Organizations | Writer | Former IDC CMO Advisory Leader

1mo

Love these directions - all moving in a useful direction. In particular I'd like to hear more about what you are seeing in integrated teams. Can we chat?

Kerry Cunningham

For every complex problem there is an answer that is clear, simple, and wrong. — some guy who doesn't deserve credit for a spot-on idea.

1mo

Tracks with what I'm seeing, Jon, although I am not thrilled by the pace of that change.

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