Account Based Marketing – The Hottest B-to-B Trend

At the beginning of 2016 I worked on a keyword research project related to b-to-b marketing, product and sales. Account based marketing was part of the search terms I was working with and is still a big part of the SEO strategy for the client.
Back in 2016 while still an important part for most b-to-b organizations, account based marketing wasn’t the hot trend it is today.

Account Based Marketing Search Volume

When I started my keyword research on this topic there were hardly any other search terms in demand apart from the broad account based marketing keyword. The graph below shows the jump in searches for account based marketing and the increase in interest and search for what is account based marketing. Search volume data for 2016 I have from my research using the Google Keyword Planner. Since then the tool has changed a lot. Search volume data for 2018 I have from SEMrush keyword tool.

ABM Search Volume

Account Based Marketing Interest Over Time

Google Trends data shows a big increase in interest over the past five years for account based marketing. The increase started some time at the beginning of 2016 and continued through 2017. Searches although increased show a plateau during 2018.
I believe interest in this topic will continue to increase in 2019 but not with the speed it increased in 2016 and 2017.

ABM Over Time

Ranking Winners

Organic search results for the term have changed a lot since 2016. With the increase of interest in the topic websites like Marketo, Hubspot and Terminus produced their own detailed guides to account based marketing winning themselves top spots in Google organic search results.
First page of Google produces what is type of content with blogs and articles providing guides and explanation to what account based marketing is.

Winning a spot in the top 10 Organic search results for such a competitive topic would be a hard exercise. You’d need a solid strategy and plan not only to create useful content that would outrank the competition but also to build brand awareness and authority on this topic.

Search Terms to Look Out For

Based on this data and on the increasing interest in account based marketing and website optimization there are a few search terms that are worth montioring for search demand increases. Here are my thoughts on what these search terms might be

  • account based intelligence
  • account based marketing tactics
  • account based digital advertising
  • account based display advertising
  • account based ppc
  • account based seo

My Recommended Resources on Account Based Marketing

SiriusDecisions Guide To Account Based Marketing

Account Based Marketing and SEO

Account Based Marketing Certification

Leave a Reply

Your email address will not be published. Required fields are marked *