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Account based marketing has seemingly sprung into popularity over the course of 2015, and stats, articles, and discussions about the strategy can be found daily across social media.

Interestingly however, account based marketing isn’t a new phenomenon, nor are many of the strategies that make up effective account-based communications.

Today’s article explores the growing popularity of account based marketing, and why interest in the strategy spiked across 2015.

Before the advent of technological advancements in the sales process such as various sales enablement tools, sales reps used to operate as lone-wolfs. They would either generate their own leads or wait for aggregated leads to be sent to them from the marketing department. From there on out, they would start the communications process all on their own, conducting customer research and figuring out what content would be most relevant to present to the prospect.

The Content Marketing Institute compiled 50 of it's best quotes from various professionals to bring us this SlideShare presentation. These predictions include actionable advice that is relevant to content marketing in 2014.

We’ve all heard of the 80/20 rule, where 80% of your revenue is generated by 20% of your customers. Despite changes in the sales process and the lengthening of the sales cycle due to the digital age, the 80/20 principle has prevailed in most sales environments. More often than not, people are looking for a product or service that they can rely on for the long-term instead of learning a new tool or adjusting to a new account manager every couple years. Are you setting the stage for loyal customers or simple sales?

A large part of building customer loyalty is making them feel comfortable and educated during the sales stage. Even though most B2B customers only contact sales after 70% of a purchase decision has been made, the most defining moments of that sales cycle is when they sit down with their dedicated sales rep. Sure, there are going to be times when you will be tempted to rush the sale because you want the commission. But, what if you could create a brand advocate for life? How much recurring revenue would that be for you and your company?

     In the digital world, all of the information we need is generally available at our fingertips. We can gather more information about a company we are thinking about buying from, we can research our competitors and we can look up specific information about prospects in our lead management software. But what can’t be automated and grabbed from the Internet is the human touch that is needed for sales organizations to glean actionable insights and make reasonable conclusions. That’s where the quality of the sales team comes in.