Jon Miller, the Chief Product Officer at Demandbase, sat down with MarTech Series and delivered his set of predictions for Account-Based Marketing (ABM) and B2B data for 2021. For starters, as marketing and sales teams align around customer experience, the buyer’s journey changes from a marketing/sales handoff to a sort of game of catch. And as current events have pushed digital transformations in 2020, more Customer Data Platform (CDP) capabilities and ABM platforms are going to come to the forefront.
Jon Miller, the Chief Product Officer at Demandbase, sat down with MarTech Series and delivered his set of predictions for Account-Based Marketing (ABM) and B2B data for 2021.
The first of Miller’s predictions included witnessing the normalization of ABM platforms in the same manner as its cousin, marketing automation. With ABM’s rise to prominence, ABM platforms shifted from being a bonus to a priority in marketing teams.
Miller forecasts a complete restructuring of how marketing and sales teams handle the buyer’s journey. More specifically, these two collaborative bodies will work together more. Miller uses the image of a team passing a ball back and forth to illustrate this.
With the current public health emergency came digital transformations at a breakneck speed. So now that marketers have caught up, Miller contends that a rise in digital spending will mark 2021, especially since field marketing will be a no-go for the indefinite future.
But with that increase in digital marketing comes a simplification in the user and customer experience stacks. That simplification comes in the form of CDPs. “This shift will happen as CDP moves from being just an integration tool toward a powerful combination of integration and activation.”
The last of Miller’s foresights is a continued emphasis on account experience—marketing and sales alignment helps that. In fact, according to Miller:
“We’ll continue to see this in 2021, especially in terms of a deepening synergy between ABM platforms and revenue acceleration platforms. And, we’ll likely see more usage of ABM platforms by salespeople, too.”
The Chief Product Officer concluded on a happy note, saying that he hopes these predictions lead to “continued growth for all of us.”
Original article from MarTech Series on 12 January 2021.