Ignore it at your peril
Our research shows just 16% of B2B marketers are confident they have a good understanding of the technology currently available for ABM.
In fact, this lack of clarity over what’s available and what it can do is the number one challenge marketers face when implementing an ABM strategy.
Zoe Hominick, head of business marketing at O2, believes that people are at the heart of ABM, not technology. “The more personalised you get with ABM the better, you can’t replace that with tech. Pound for pound you’re better off investing in your people than technology.”
However, she also noted that when it’s done well, technology can empower staff and make the business more enticing to potential new recruits. “From a talent perspective you should ignore technology at your peril, it appeals to staff who want to be on the cutting edge.”
Claire Nash, director of strategy, MomentumABM agreed with Zoe’s sentiment.
“ABM is primarily about people, so think about them first – certainly before you think about technology,” she said. “We use tech to do the boring work, so that we can free up people to do the human stuff.”