Amid all the hype about account-based marketing, one can lose sight of the fundamental importance of customer centricity to ABM success. Most important, many ABM programs have given relatively short shrift to the importance of starting with deep customer insight for each account. Instead, they jump into campaigns targeting hundreds of accounts with a thin veneer of personalization or segmentation.
Marketers routinely use customer data and examples to build credibility with their thought leadership. For the most part, though, we’re still creating thought leadership for our customers, not with them. New ITSMA research will explore best practices and new approaches to engage customers early in the development process to strengthen innovation, relevance, and credibility.