2017 predictions: Why artificial intelligence will blow account-based marketing out of the water

We are approaching the end of another year, and with that comes time for reflection on how far we’ve come in the last 12 months and speculation about what’s ahead.

If we look back on the last year in the world of sales and marketing, there’s one trend in particular that’s sparked notable enthusiasm from B2B marketers: the emergence of Account-Based Marketing (ABM) as a category.

In 2016, we saw explosive growth in ABM acceleration and adoption, with more than 70 percent of B2B companies focused on driving ABM programs, according to a recent study by SiriusDecisions. This growth has definitely impacted how marketers structure their tech stacks today. ABM has gone from a “nice to have” marketing tactic to a key solution that marketing departments are actively working to execute within their organizations.

[Read the full article on MarTech Today.]

About The Author

Peter Isaacson

Peter Isaacson has over 25 years of marketing experience in both B2B and B2C marketing, ranging from branding, advertising, corporate communications and product marketing on a global scale. As CMO for Demandbase, Peter is responsible for overall marketing strategy and execution, including product, corporate and field marketing. Prior to joining Demandbase, Peter was CMO at Castlight Health, helping to scale the company and build the marketing team prior to its successful IPO. Peter got his start in advertising, working at agencies in New York on accounts ranging from Procter & Gamble to Compaq computers.