Mastering ABM in 2022 with a flexible CDP

We know that customers today require individualized care and attention. To that end, we’ve created increasingly complex methods of achieving account-based marketing (ABM). But many organizations find themselves struggling to maintain their ABM strategies as they scale–and compete with the levels of care their competition offers.

Today, we’re going to take a look at how a solid, next generation customer data platform (CDP) can better facilitate ABM, especially in a privacy-first, ad-resistant world.

The increasing importance of ABM

Customers are extremely skeptical about advertising. But they are eager to build relationships, to invest in their lifestyles, and to find solutions to their problems. Marketing has had to pivot significantly in the last decade to compensate for this shift, both in mentality and in forum.

Most consumers are being advertised to from all angles. They are being constantly sold and upsold. B2C consumers are tuning out. B2B clients are more cautious about what’s available to them.

Customers of all sizes and industries want to feel heard. They want to know that they are building a partnership and that their business matters. And that means customizing relationships and delivering upon a unique overall experience.

Major pain points for ABM transitions

In the past, only enterprises could really engage meaningfully with ABM. Small and mid-sized businesses were largely out of luck because they didn’t have the data. ABM required a tremendous output in terms of work hours and data. To customize interactions, businesses needed highly advanced technological solutions and one-on-one interactions.

But now advanced technology is available for all businesses. Sufficiently advanced customer data platforms provide all the information that an organization needs to create a genuine connection and experience. With the right one-on-one customer touchpoints, companies can develop relationships with customers on scale.

CDP solutions for ABM

CDP platforms have always been essential to customer relationships. The more data that you have the more you can control and advance these relationships, scoring leads and improving customer satisfaction. When it comes to account-based marketing, customer data is absolutely essential.

Today, companies have extremely advanced solutions. Machine learning algorithms and artificial intelligence can help with key analytics and insights. These are insights that even the best marketers can’t glean.

The reality is that as more data is collected, the less it can actually be processed by people. At the same time, you need to collect and analyze this information to remain competitive within your field. Machine technology can provide analysis on all records within seconds, thereby also leaving customer relationship experts to build those one-on-one client touchpoints.

Advantages of ABM+CDP… and customization

ABM and CDP simply work well together. CDP provides organizations with both the data and the infrastructure that the company needs to provide ABM.

Without good CDP Solutions, companies cannot direct or monitor their strategies. They can’t determine whether they’re meeting their metrics and won’t be able to adjust their campaigns based on their customers.

More importantly, CDP and ABM promotes customization that not only makes customers happier and more likely to stay but also gives organizations better insights into their audience and demographics. The more technology and data you give your marketers, the more effective and scalable your marketing department can be.

How can Lytics help?

Lytics is a complete, next-generation CDP platform for companies that want to deliver their customers the best. Through Lytics, your company can collect comprehensive first-party data to inform campaigns and messaging.