With recent digital marketing innovations, ABM can now be activated beyond just email and display advertising, with marketing channels such as Google Ads, Twitter Ads and LinkedIn Ads. Nevertheless, people nowadays are suffering from digital fatigue. B2B marketers may need to reconsider their digital-first strategies to better communicate to audiences who not only demand new experiences, but also may be tired of overused methods. According to Lynn Dodds, the Creative Director of Spear Marketing: “Direct mail is still an incredibly successful channel: the open rates and response rates can be 3X greater than email and other digital media.” In 2022, using physical and digital – or “phygital” assets – such as hyper-personalised and creatively packaged direct mails as well as digital ads will potentially help you achieve the stellar results you are looking for.
Overall, 2022 is an exciting year for B2B marketers and is a perfect time to tap into ABM strategy. When implemented with the right advice, technologies, and skills, investing in ABM will be one of the most effective approaches marketers can take to drive growth and sales.
Want to know what creative trends are shaping ABM programmes this year? Check out our latest webinar “Style and Substance: ABM design trends 2022” hosted by Momentum ITSMA’s Creative Director, Mark Braun, Associate Creative Director, Ligia Murphy, and SVP Advisory & Training, Rob Leavitt.
Find inspiration, expertise, and creativity to help you grow your most valuable customers by joining our ABM community and receiving the latest news, views and insights from our team of experts at Momentum ITSMA, sign up here.