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Ahhh… springtime. The winter frost is gone, the weather’s warming, and we’re looking forward to the sunshine! It’s a time of year for renewal, hope, and setting milestones – both personally and professionally.

Give this uplifting song from Weezer’s SZNZ: Spring album a listen as we see what the experts are saying this season…

ABM at 20

We’ve hit a milestone for account-based marketing – 20 years since the term was coined! If you know me, you know I feel that ‘ABM’ goes a pretty long way back – albeit under different names or methodologies. But ABM as a term has been around for about 20 years now.

Is it still relevant? Have you implemented account-based strategies in your organization?

In the spirit of springtime and planning for 2023, Marketing Insider provides recommendations to all marketers who must address ABM in some capacity, including:

  • Invest in ABM with adequate budget and resources – I’ve seen too many organizations go ‘partly-in’ only to develop ineffective programs that just don’t produce results
  • Embed ABM into your overall strategy and execution
  • Invest in research and thought leadership to create value
  • Create personalized content for specific accounts and personas, with tailored value propositions

While ABM may be hitting 20, some say it’s still in a period of adolescence and growth. What do you think? Take a look at where you started from and where you are today… I’ll bet there are still plenty of ways to continue to grow your ABM strategies!

Too much content?

Weezer’s SZNZ series is a set of four albums released over one year, at the start of each season, with all songs on each album following that theme. What an ambitious goal. That’s a LOT of music to write, record, and release in the course of a year!

But is there just too much music out there?

Today we have the equivalent of a jukebox that holds 196 million songs and counting. About 3,940 songs uploaded daily come from major record labels. That alone is way too much for the music consumer to even begin to process… but it pales in comparison to the 90,000 songs uploaded by indie labels and DIY musicians every day.

Musicians definitely took COVID-19 lockdowns as an opportunity to write. But even though things have (mostly) returned to normal, the DIY uploads that shot up in that time show no signs of slowing down. And what happens to all these songs? About 20% of them never even get a single stream!

This isn’t encouraging for musicians. With all this noise that keeps getting louder every day, how do you stand out?

And what about B2B? Is there too much content out there? I would imagine the same concerns apply – how can you stand out from the crowd when you’re publishing content and competing with such huge amounts of new material being pumped out on a daily basis? And with AI playing a larger role in creation, the amount of content promises to be exponentially higher – making it easier for potential customers to forget you like an amnesiac.

Remember the old adage: marketing to everyone is marketing to no one. Maybe the key to standing out is less about standing out, and a little more about – like Marketing Insider says – personalized, tailored content for your BEST leads.

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat