We are living in an era where AI displays search results. With the introduction of Google’s SGE, search outcomes are shifting to AI-generated responses, changing the way customers seek information. Amidst these changes, B2B marketers are likely contemplating how to market their company's services and products. In our previous article, we explored how we can reach customers in this context.
Recently, with the expansion of the dark funnel, Account-Based Marketing (ABM) is emerging as an increasingly important strategy. How should B2B marketers prepare for ABM?
You can enhance your understanding of SGE by reviewing the content below before reading this article!
👉 4 GEO Content Strategies to Introduce Our Services to the Unknown SGE and AI
In an era where it is difficult to understand the customer journey, personalized marketing is becoming even more important
Let's assume someone sees our brand's post on a dark social (private channel) like KakaoTalk, shares it with a colleague on Slack, and eventually visits our website through a search. For such a user, only the final touchpoint of a 'visit via search' is recorded. This customer journey, where the intermediate steps cannot be tracked, is called a 'dark funnel.
As the dark funnel widens, it becomes crucial not to lose customers who have shown interest in our service even once. This is where Account-Based Marketing (ABM) strategies can be of great help. This is because it allows for more sophisticated marketing actions, such as displaying customized web pages or sending personalized messages to each customer.
An ABM (Account-Based Marketing) funnel that completely overturns the traditional customer journey
The core of ABM is a proactive approach of "finding valuable customers first ." While traditional marketing funnels narrowed down from "many potential customers → interested customers → paying customers," the ABM funnel proceeds in the opposite direction: "identifying target customers → customized approach → relationship building ." It involves selecting high-potential customers from the start and investing intensive resources into them. Because this strategy delivers customized content and messages to decision-makers at client companies at each stage to drive purchasing decisions, it is particularly effective in B2B environments.
So, how does ABM work? It begins by identifying a small number of target accounts that perfectly match the ideal Customer Profile (ICP). Then, personalized marketing is provided to these target accounts through various channels, including customized content, messages, emails, and targeted advertisements. Because ABM allows you to focus on accounts with a high probability of actual purchase rather than marketing from the potential customer awareness stage, it enables much more efficient utilization of marketing resources
The biggest advantage of ABM is that it naturally integrates into the customer's purchasing journey. In fact, according to research by Gartner, B2B buyers spend only 17% of their total time meeting with suppliers when considering a purchase. The rest of the time is spent researching on their own or talking with internal stakeholders.
ABM is a strategy that makes the purchasing process smoother by identifying and responding to buyers' needs in advance during the 83% of time when direct meetings with the sales team are not taking place. If you apply it carefully to suit the domestic environment, you will be able to achieve results.
4 Global ABM Solutions B2B Marketers Should Check Out
ABM is a marketing strategy that requires a systematic approach. Therefore, selecting the right solution is crucial for effectively implementing ABM, as conducting the entire process manually would require a significant amount of time and resources. Here are four global ABM solutions worth comparing!
1. Demandbase, AI-based Account Targeting Platform “One”
Demandbaseis a solution specialized for B2B companies to find and reach suitable customers. It is characterized by its ability to discover target accounts and deliver personalized messaging using AI-based insights. It is a platform distinguished by its account identification, audience segmentation, and intent data analysis capabilities. As a platform capable of real-time account monitoring and ABM execution, it is the choice of many companies.
2. 6Sense, AI-based targeting analysis tool “RevenueAI”
6Sensespecializes in analyzing customer behavior, intentions, and interests using AI. A major advantage is its ability to assist in developing messaging that effectively appeals to target accounts. Particularly impressive is its capacity to predict potential customers' purchasing journeys, build audiences, and manage marketing activities. It is garnering attention in the market for its ability to target buyers and prioritize accounts.
3. Terminus, ABM Campaign Management Platform
Terminusis a platform specialized in executing and managing multi-channel ABM campaigns. It allows you to run campaigns targeting specific accounts across various channels, including email, display ads, and social media. Since its founding in 2014, it has distinguished itself in pipeline growth and the execution of personalized campaigns. Many users cite audience identification, campaign organization, and speed of target reach as major strengths.
4. Adapt.io, B2B Sales Lead Generation Platform
Adapt.iois a lead generation platform for B2B sales teams specialized in providing accurate and up-to-date contact information. Data can be easily exported as CSV or CRM, and lead scoring is a core strength of this platform. In particular, the accuracy and timeliness of the data it provides are receiving a positive response in the market.
Global ABM Solution Comparison Table
| Solution | Key Features | Differentiating factors | G2 rating |
| Demandbase One | • AI-based insights • Account identification • Audience segmentation | Target account discovery and personalized messaging delivery | 4.5/5.0 |
| 6Sense RevenueAI | • Buying Journey Predictive Analytics • Intent Data • Audience Building | AI-based customer behavior/intention analysis | 4.4/5.0 |
| Terminus | • Multi-channel campaign management • Account scoring • Campaign performance analysis | Integrated ABM Campaign Execution and Measurement | 4.4/5.0 |
| Adapt.io | • Accurate contact data • CSV/CRM integration • Lead scoring | High data accuracy and ease of use | 4.6/5.0 |
💡 What is a G2 Rating?
G2 (formerly G2 Crowd) is a platform that provides user reviews for enterprise software and services worldwide. It operates a rating system based on evaluations from actual users, with a maximum of 5 stars. A high G2 rating signifies that the solution is receiving positive feedback from real users.
How Should ABM Solutions Be Applied to Domestic Businesses?
It appears that a phased approach is still necessary for introducing ABM solutions into domestic businesses. This is particularly because data regulations, such as the Personal Information Protection Act, must be carefully examined, given that the solution heavily utilizes customer data. As personal information laws are quite strict, businesses may face difficulties in implementation.
Nevertheless, ABM is gaining attention as a strategy to enhance marketing efficiency. Particularly in B2B marketing, where purchasing decisions are complex, ABM helps build deep relationships with potential customers. If you implement an ABM strategy while considering the domestic regulatory environment, you can further boost your marketing performance! If you are having difficulty building an ABM strategy, please feel free to contact the Elifunt team at any time!
