7 MarTech Thought Leaders Speak on the Future of Account-Based Marketing

Man! What an incredible #FlipMyFunnel Conference we had this week. The turnout was incredible and the speakers were super inspiring. We shared — and learned — a lot about account-based marketing at this event, and we’re excited for many more to come!

To keep the momentum going, here are seven quotes from event speakers and thought leaders about what they believe will be the future of account-based marketing.

Kyle Porter, CEO of SalesLoft

“We’re moving from less of an individualistic sales and marketing world to a place where teams must work together with the same understanding of objectives. When it comes to ABM, a marketing team can’t just flip the switch and turn on a campaign without objectives, strategy, and communication. That would be a complete waste of money!”

Kyle Porter, CEO of SalesLoft

Source: MarTech Advisor

Meagen Eisenberg, CMO at MongoDB

“ABM is definitely a smart option, though harder to replicate at the SMB/mid-market level. I’d like to see the different technologies that will help do that.”

Meagen Eisenberg, CMO of MongoDB

Source: MarTech Advisor

Allen Gannett - CEO at TrackMaven

“More integrated programs are the future of account-based marketing: personalized content, ads, and materials all tailored in just the right way.”

Allen Gannett, CEO of TrackMaven

Source: MarTech Advisor

Scott Vaughan - CMO at Integrate

“The big flaw in account-based marketing from a tech/automation standpoint: today it primarily starts with targeting companies. Last time I checked, ‘companies’ don’t buy anything; people do. The next phase of ABM will be able to translate unknown IDs — people — within known, identified companies to more precisely target who at that company is the right target/buyer.”

Scott Vaughan, CMO of Integrate

Source: MarTech Advisor

Adam New-Waterson, CMO at LeanData

“To be effective, you have to treat me as an individual. You have to speak to me as a person. You have to know something about me. All of that requires a deeper level of personalization that, at least for now, can only come from a human touch. B2B marketing is not quite there yet. But that day is coming. Soon.”

Adam New-Waterson, CMO of LeanData

Source: MarTech Advisor

David Raab, MarTech Thought Leader

“ABM won’t replace either marketing or marketing automation, but supplement them.”

David Raab, Martech Thought Leader & Blogger

Source: MarTech Advisor

Jamie Grenney, VP Marketing at Infer

“I think we’ll see a movement from predictive to prescriptive. Today, forward-thinking companies have a predictive score that tells them how good of a fit a prospect is and whether or not they’re likely to buy soon. Those two predictions unlock enormous value because they help align effort with impact.”

Jamie Grenney, VP of Marketing at Infer

Source: MarTech Advisor

What do you think is the future of account-based marketing? I’d love to hear your thoughts in the comments below.

If you couldn’t make it to the conference and would like to know more about how the #FlipMyFunnel conversation started, download the #FlipMyFunnel e-book now.