{"id":17560,"date":"2024-02-16T12:00:05","date_gmt":"2024-02-16T12:00:05","guid":{"rendered":"https:\/\/bamboobox.ai\/dev\/?p=17560"},"modified":"2026-02-10T12:17:57","modified_gmt":"2026-02-10T12:17:57","slug":"5-key-abm-trends-for-revenue-marketing-success-in-2024","status":"publish","type":"post","link":"https:\/\/bamboobox.ai\/dev\/5-key-abm-trends-for-revenue-marketing-success-in-2024\/","title":{"rendered":"5 ABM Trends for Revenue Marketing Success in 2024"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"17560\" class=\"elementor elementor-17560\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-67a0ae64 e-flex e-con-boxed e-con e-parent \" data-id=\"67a0ae64\" data-element_type=\"container\" data-e-type=\"container\">\t\t\t<div class=\"e-con-inner\">\r\n\t\t\t\t<div class=\"elementor-element elementor-element-47711263 elementor-widget elementor-widget-text-editor\" data-id=\"47711263\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Most B2B marketing teams today prefer account-based marketing. ABM offers unparalleled advantages for segmentation and personalization.<\/span><\/p><p><span style=\"font-weight: 400;\">How can a B2B marketer like yourself make your ABM programs more advanced and effective? The rise of advanced martech and GenAI tools compels marketers to develop and execute scalable ABM strategies. Unfavorable market forces also drive this need. Let\u2019s look at some of the most important ABM trends for 2024. Marketers need to focus on these trends to build a predictable pipeline.<\/span><\/p><p><img decoding=\"async\" src=\"https:\/\/bamboobox.ai\/dev\/wp-content\/uploads\/2024\/02\/15584.jpg\" alt=\"15584\" \/ loading=\"eager\"><\/p><p><strong style=\"font-size: 16px;\"><i><span style=\"color: #ff6600; font-size: 18px;\">Want to learn more about the challenges and trends impacting Account-based Marketing programs in 2024? Download our eBook:<\/span>\u00a0<span style=\"font-size: 18px;\"><a href=\"https:\/\/bamboobox.ai\/dev\/download-ebook-abm\/?utm_source=Mailchimp&amp;utm_medium=Email&amp;utm_campaign=2024+ABM+Challenges+%7C+B2+Article+%7C+27032024\" target=\"_blank\" rel=\"noopener\">State of ABM in 2024<\/a><\/span><\/i><\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/5-key-abm-trends-for-revenue-marketing-success-in-2024\/#5_Account_Based_Marketing_trends_for_2024\" >5 Account Based Marketing trends for 2024<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/5-key-abm-trends-for-revenue-marketing-success-in-2024\/#Surface_in-market_accounts_with_intent_data\" >Surface in-market accounts with intent data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/5-key-abm-trends-for-revenue-marketing-success-in-2024\/#Identify_opportunities_across_the_customer_lifecycle\" >Identify opportunities across the customer lifecycle<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/5-key-abm-trends-for-revenue-marketing-success-in-2024\/#Develop_and_execute_an_integrated_ABM_campaign\" >Develop and execute an integrated ABM campaign<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/5-key-abm-trends-for-revenue-marketing-success-in-2024\/#Run_more_hyper-personalized_campaigns\" >Run more hyper-personalized campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/5-key-abm-trends-for-revenue-marketing-success-in-2024\/#Expand_ABM_goals_to_encompass_the_entire_funnel\" >Expand ABM goals to encompass the entire funnel<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/5-key-abm-trends-for-revenue-marketing-success-in-2024\/#Execute_effective_and_efficient_ABM_programs\" >Execute effective and efficient ABM programs<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"5_Account_Based_Marketing_trends_for_2024\"><\/span><b>5 Account Based Marketing trends for 2024<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">Marketers today are more aligned on revenue goals than ever before. They have to go deeper into the funnel to actively take part in conversions. Then, they must go further into the customer lifecycle to avoid churn. They also need to find opportunities for cross-sell and upsell. This is where ABM marketing programs prove highly effective. They offer great ROI for B2B marketers practicing it. Marketers must adapt to the latest ABM trends. This makes their campaigns and strategies more revenue focused.<\/span><\/p><h3><span class=\"ez-toc-section\" id=\"Surface_in-market_accounts_with_intent_data\"><\/span>Surface in-market accounts with intent data<span class=\"ez-toc-section-end\"><\/span><\/h3><p><span style=\"font-weight: 400;\">Finding new customers is a perennial struggle for B2B marketers. In fact, 35% of B2B marketing executives stated this as the top <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/bamboobox.ai\/dev\/top-5-b2b-marketing-challenges-for-2024\/\" target=\"_blank\" rel=\"noopener\">business challenge<\/a><\/span> in Gartner Digital Markets\u2019 2024 Tech Trends Survey.<\/span><\/p><p><span style=\"font-weight: 400;\">Intent data is all the rage in the ABM world. B2B marketers across organizations are adopting or looking to <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/learn.g2.com\/b2b-intent-data\" target=\"_blank\" rel=\"noopener\">adopt third-party intent data<\/a><\/span>. They use this data to find quality prospects. Develop a process to source, filter, and apply intent data into the mix of account-based engagement signals. ABM marketers can then accurately identify and prioritize in-market accounts.<\/span><\/p><p><span style=\"font-weight: 400;\">Use intent data to validate engagement signals from email, ad, and social campaigns. This validation process helps you understand which accounts are researching solutions like yours. A simple yet effective way to unearth the <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/bamboobox.ai\/dev\/nail-your-account-scoring-with-bamboobox\/\" target=\"_blank\" rel=\"noopener\">funnel stage of your target account<\/a><\/span>.<\/span><\/p><h3><span class=\"ez-toc-section\" id=\"Identify_opportunities_across_the_customer_lifecycle\"><\/span><b>Identify opportunities across the customer lifecycle<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3><p><span style=\"font-weight: 400;\">By definition, ABM relies on building and maintaining relationships with best-fit accounts to drive revenue. It doesn\u2019t stop with new customer acquisition. It extends to building loyalty, cross-selling, and upselling.<\/span><\/p><p><span style=\"font-weight: 400;\">Here to<\/span>o, you can <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/bamboobox.ai\/dev\/breathe-intent-into-your-abm-program\/\" target=\"_blank\" rel=\"noopener\">use B2B intent data<\/a><\/span> to identify churn signals in your customer list. By scanning if your customers are giving off intent signals for your competition or your category of solutions, you can sense their replacement intentions. Similarly, by tracking the intent surge of your customers for the rest of your solutions you can identify opportunities for cross-sell and upsell. With such intelligence, you can activate focused campaigns across the lifecycle. This will help you find and tap into new revenue streams.<\/p><h3><span class=\"ez-toc-section\" id=\"Develop_and_execute_an_integrated_ABM_campaign\"><\/span><b>Develop and execute an integrated ABM campaign<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3><p><span style=\"font-weight: 400;\">As a B2B marketing program, ABM focuses on targeting your named accounts across channels and activities. However, there are gaps in tying them together across the buyer journey stages.<\/span><\/p><p><span style=\"font-weight: 400;\">As ABM marketers, you need to look at your ABM campaign across <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/bamboobox.ai\/dev\/blog\/demand-generation\/interplay-channels-b2b-marketing\/\" target=\"_blank\" rel=\"noopener\">multiple channels<\/a><\/span> from an integrated marketing lens. Serving consistent messaging across digital and offline channels, repeated enough to reach an effective frequency, is critical to drive successful ABM programs. Distorted messaging across a couple of channels will only take you so far. Integrated ABM campaigns help B2B marketers target buyers with a consistent message across relevant channels. This reduces friction and helps the marketer stay top of mind. In fact, integrated marketing can improve a customer&#8217;s buying intent by as much as 90%.<\/span><\/p><h3><span class=\"ez-toc-section\" id=\"Run_more_hyper-personalized_campaigns\"><\/span><b>Run more hyper-personalized campaigns<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3><p><span style=\"font-weight: 400;\">Since you\u2019ve chosen ABM as your revenue engine, it makes sense to deliver only the most focused campaigns. Personalization goals have to emerge from sending the same email with first-name merge tags. They should evolve to include more insightful and valuable content crafted with buyer group persona pain points in mind.<\/span><\/p><p><span style=\"font-weight: 400;\">Marketers need to study their engagement and intent data to gain a deeper level of insights for personalization. What type of messaging and content would resonate with different stakeholders? To build highly targeted audience segments, understand the needs of buyers as both an organization and as individuals. Then, develop automated, integrated marketing journeys.<\/span><\/p><p><span style=\"font-weight: 400;\">Your buyers must trust you to help fulfill their buying jobs. To do this, empower them with a library of self-serve tools. Include case studies, in-depth customer testimonials, and competitor comparisons or battle cards. These tools help them confidently make buying decisions.<\/span><\/p><p><strong><span style=\"font-size: 18px;\"><i><span style=\"color: #ff6600;\">Are you evaluating Account-based Marketing platforms? Whether you\u2019re just starting off on your ABM journey or looking to replace your current ABM platform, understand how to choose the right one in 2024. Download our<\/span>\u00a0<a href=\"https:\/\/bamboobox.ai\/dev\/abm-platform-buyers-guide\/?utm_source=Mailchimp&amp;utm_medium=Email&amp;utm_campaign=Blog+%7C+Top+5+ABM+Challenges+2024\">ABM Platform Buyer\u2019s Guide for 2024<\/a><\/i><\/span><\/strong><\/p><h3><span class=\"ez-toc-section\" id=\"Expand_ABM_goals_to_encompass_the_entire_funnel\"><\/span><b>Expand ABM goals to encompass the entire funnel<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3><p><span style=\"font-weight: 400;\">Traditionally, marketing brings new leads or accounts into the funnel. But ABM demands marketers to go beyond TOFU metrics. They must effectively guide accounts to deal closure.<\/span><\/p><p><span style=\"font-weight: 400;\">Your ABM strategy will find success when you execute a full-funnel marketing strategy. It requires you to build a funnel that is robust enough to help you track your target account from awareness to closure and beyond. ABM requires investment across channels and activities. You should consolidate all your metrics across touchpoints and funnel stages.<\/span><\/p><p><span style=\"font-weight: 400;\">The KPIs of ABM marketers need to expand <a href=\"https:\/\/bamboobox.ai\/dev\/predictive-lead-scoring-and-the-way-ahead\/\" target=\"_blank\" rel=\"noopener\">beyond generating leads<\/a>. They should ultimately align with the organizational revenue goals. How many accounts actually convert into paying customers is the question to ask.<\/span><\/p><h2><span class=\"ez-toc-section\" id=\"Execute_effective_and_efficient_ABM_programs\"><\/span><b>Execute effective and efficient ABM programs<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">Across B2B organizations, marketing is expected to become the lynchpin of organizational growth. And most marketers expect ABM to be their growth engine. However, ABM demands marketers to possess the insights on <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/bamboobox.ai\/dev\/blog\/buyer-group-size-persona\/\" target=\"_blank\" rel=\"noopener\">buyer-groups<\/a><\/span>. They also need to know the next-best actions to run buyer-centric motions across the customer lifecycle.<\/span><\/p><p><span style=\"font-weight: 400;\">Understanding individual buyer needs and behavior is important to build consensus. Marketing can become the <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/bamboobox.ai\/dev\/bamboobox-forrester-b2b-revenue-marketing-landscape-q2-2023\/\">primary revenue driver<\/a><\/span> only with a state-of-the-art ABM tool for data gathering, executing multi-channel campaigns, funnel analytics, and business intelligence.<\/span><\/p><p><span style=\"font-weight: 400;\">While being creative in the face of economic uncertainties has become a necessary trait of marketers, embracing innovation in marketing technology is now imperative. Marketers need a modern ABM tool to strategize, execute, and optimize a scalable ABM program. The tool should have AI-powered capabilities for insights, predictive analytics, and orchestration.<\/span><\/p><p><span style=\"font-size: 21px;\"><em><span style=\"color: #ff6600;\"><strong><span style=\"font-size: 18px;\">Want to learn how you can make your ABM program effective and efficient in 2024? Speak to one of our ABM experts today. Book a free<\/span><\/strong><\/span> <strong><span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/bamboobox.ai\/dev\/book-a-demo\/?utm_source=Mailchimp&amp;utm_medium=Email&amp;utm_campaign=HR+Tech+%7C+Article%2B+Ebook+%7C+Email9+%7C+16022024\">demo call<\/a><\/span>.<\/strong><\/em><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\r\n\t\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Most B2B marketing teams today prefer account-based marketing. ABM offers unparalleled advantages for segmentation and personalization. How can a B2B marketer like yourself make your ABM programs more advanced and effective? The rise of advanced martech and GenAI tools compels marketers to develop and execute scalable ABM strategies. Unfavorable market forces also drive this need. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":19112,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[101,94],"tags":[90,85,184],"class_list":["post-17560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-account-based-engagement","category-blog","tag-abm","tag-b2b-marketing","tag-marketing-trends"],"acf":[],"_links":{"self":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/posts\/17560","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/comments?post=17560"}],"version-history":[{"count":0,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/posts\/17560\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/media\/19112"}],"wp:attachment":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/media?parent=17560"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/categories?post=17560"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/tags?post=17560"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}