Good morning, will you be experimenting with ABM next year?
Account-based marketing (ABM) programs will likely take a larger share of marketing budgets in 2020. Nearly three-quarters (73%) of marketers who use ABM tactics plan to increase their ABM budgets in the coming year, according to a study from Information Technology Services Marketing Association (ITSMA) and the ABM Leadership Alliance. ABM-practicing marketers said they dedicated, on average, 29% of their budgets to ABM this year.
Of the marketers whose ABM programs were categorized as “Embedded” (those with the most elite ABM efforts per the ITSMA adoption model), 45% reported their ABM initiatives drove revenue growth. Seventy-five percent of the top performers saw significant improvements within their account relationships and 59% saw an improvement in brand reputation.
It has been quite a busy year in the CDP space — and for open platform provider Acquia. Following a majority investment by Vista Equity Partners in September, the company has announced its third acquisition of 2019 with the purchase of customer data platform AgilOne.
AgilOne’s CDP pulls together data from online and offline technology platforms to build a single system of record, allowing brands to build better customer relationships and increase customer lifetime value. Its machine learning capabilities unify and cleanse customer data to enable effective segmentation practices.
Teams can bring their own machine learning models, choose from AgilOne’s pre-built models to automate segmentation or configure business-specific customization into their pre-built models, which are then accessible across the entire platform.
There’s more to read below including your Pro Tip for avoiding privacy issues and our curated reading list to keep you on top of the latest news.
Jennifer Cannon,
Senior Editor
