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‘Always On’ is at the heart of every ABM strategy — here’s why

For some it won't be an easy transition, but contributor Sonjoy Ganguly says the days of campaign-based marketing are over.

Sonjoy Ganguly on December 21, 2017 at 2:53 pm

As a B2B marketer, you are often caught trying to serve two masters: the need to drive engagement for specific campaigns or periods relative to the business vs. the overall goal to drive persistent ROI throughout the year. In any scenario, it’s becoming more clear that the “campaign” mentality no longer serves.

Even marketing’s cousin, advertising, has evolved. In the age of programmatic and audience-based, data-driven marketing, advertisers have already moved away from the campaign approach. “Always on” must be at the heart of every solid account-based marketing (ABM) strategy; a continuous messaging strategy is the key to targeted, well-developed content nurturing of your contacts inside any given account.

It is by taking an always-on approach that you are able to activate on the concept of the “customer journey” and map touch points, cadence, messaging, delivery and assets. This is not to say that specific campaigns cannot be overlaid within more of a hybrid play. But successful ABM begins with a more encompassing longer-term outlook. Here’s how the more robust strategy and plan play out.

[Read the full article on MarTech Today.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Sonjoy Ganguly

Sonjoy is the SVP, Product Management at Madison Logic, with over 25 years as a veteran product management executive. With extensive experience in the media, financial and professional services industries, Sonjoy came from Deloitte in their Strategy, Brand & Innovation division, managing the definition and execution of new product strategies to identify and cultivate new ways the firm’s practices and its clients can adopt new technologies to create innovative, market leading solutions at scale. Sonjoy attended New York University’s Stern School of Business and spends his off hours with his wife, raising their 2 young children (and still praying for a good night’s sleep, and maybe a good glass of scotch).