As B2B digital marketing evolves worldwide, driven by both innovation and the challenges of the COVID-19 pandemic, businesses across the globe are increasingly turning to Account-Based Marketing (ABM). But the big questions remain: Should your company adopt ABM? And with so many ABM tools on the market, how do you choose the best fit for your business model?
In this article, we will break down how to implement ABM effectively, no matter your region or market, with strategies and tools tailored to your company’s tech maturity. Whether you’re navigating ABM in Japan or adapting it to international markets, we’ll cover how to align ABM with your business needs.
First, let us explore how ABM addresses universal challenges and why data management is crucial for successful implementation—no matter where you are.
Table of Contents
1．What is ABM?
2．Global Challenges of Lead Scoring with Marketing Automation (MA)
3．Shifting Focus: From “Individuals” to “Accounts” Around the World
4．Advanced Data Management: A Global Need for ABM Success
5．Summary
What is ABM?
ABM (Account-Based Marketing) is one of the most talked-about strategies in digital marketing today, with global interest continuing to rise. However, the concept itself is not new. The IT Services Marketing Association (ITSMA) first introduced ABM in 2004.
ITSMA defines ABM as a strategic approach that combines insight-driven marketing with sales, focusing on specific new and existing accounts to boost awareness, strengthen relationships, and drive growth. According to ITSMA, 77% of global marketers report a 10% or greater increase in ROI with ABM, and 45% say ABM has more than doubled their ROI.
Global Challenges of Lead Scoring with Marketing Automation (MA)
Around the world, as digital marketing gained traction, the 2000s saw the rise of SEO and digital advertising, followed by Marketing Automation (MA) tools in the 2010s. These tools helped marketers score customer behavior and identify “hot” leads, but primarily at the individual level.
The same challenges that businesses in Japan face with this individual-based approach are felt globally—B2B sales are account-driven, not individual-focused. This misalignment leads to gaps between marketing and sales, with sales teams often rejecting marketing leads because they aren’t connected to company-level data. It’s a global issue that ABM seeks to solve.
Shifting Focus: From “Individuals” to “Accounts” Around the World
The beauty of ABM is that it shifts the focus from individuals to accounts—an approach that applies across borders. By defining target companies clearly, ABM allows marketing and sales teams to align globally, sharing customer data, insights, and campaigns to deliver personalized experiences for key accounts.
No matter where your company operates, ABM’s core principle remains the same: link customer data to accounts and execute consistent, data-driven strategies that generate business opportunities on a global scale.
Advanced Data Management: A Global Need for ABM Success
Data management is at the heart of ABM success, no matter the market. ABM requires sophisticated data handling—from aggregation and cleansing to integration and system-linking. For companies worldwide, building platforms that support data management is critical.
Globally, many companies face similar hurdles to those seen in Japan—poor data management can block ABM adoption. To fully implement ABM and unlock its potential, businesses around the world must focus on overcoming this challenge.
Summary
From Tokyo to New York to London, B2B marketing and sales have long relied on face-to-face interactions. But the COVID-19 pandemic forced companies everywhere to shift to digital-first approaches. As ABM gains momentum worldwide, it’s clear that the need for advanced data management is universal.