Close Menu
TechCentralTechCentral

    Subscribe to the newsletter

    Get the best South African technology news and analysis delivered to your e-mail inbox every morning.

    Facebook X (Twitter) YouTube LinkedIn
    WhatsApp Facebook X (Twitter) LinkedIn YouTube
    TechCentralTechCentral
    • News

      Vodacom’s Maziv deal gets makeover ahead of crucial hearing

      18 July 2025

      Cut electricity prices for data centres: Andile Ngcaba

      18 July 2025

      Takealot taps Mr D to deliver toys, pet food and future growth

      18 July 2025

      ‘Oh, Ani!’: Elon’s edgy bot stirs ethical storm

      18 July 2025

      Trump U-turn on Nvidia spurs talk of grand bargain with China

      18 July 2025
    • World

      Grok 4 arrives with bold claims and fresh controversy

      10 July 2025

      Samsung’s bet on folding phones faces major test

      10 July 2025

      Bitcoin pushes higher into record territory

      10 July 2025

      OpenAI to launch web browser in direct challenge to Google Chrome

      10 July 2025

      Cupertino vs Brussels: Apple challenges Big Tech crackdown

      7 July 2025
    • In-depth

      The 1940s visionary who imagined the Information Age

      14 July 2025

      MultiChoice is working on a wholesale overhaul of DStv

      10 July 2025

      Siemens is battling Big Tech for AI supremacy in factories

      24 June 2025

      The algorithm will sing now: why musicians should be worried about AI

      20 June 2025

      Meta bets $72-billion on AI – and investors love it

      17 June 2025
    • TCS

      TCS+ | Samsung unveils significant new safety feature for Galaxy A-series phones

      16 July 2025

      TCS+ | MVNX on the opportunities in South Africa’s booming MVNO market

      11 July 2025

      TCS | Connecting Saffas – Renier Lombard on The Lekker Network

      7 July 2025

      TechCentral Nexus S0E4: Takealot’s big Post Office jobs plan

      4 July 2025

      TCS | Tech, townships and tenacity: Spar’s plan to win with Spar2U

      3 July 2025
    • Opinion

      A smarter approach to digital transformation in ICT distribution

      15 July 2025

      In defence of equity alternatives for BEE

      30 June 2025

      E-commerce in ICT distribution: enabler or disruptor?

      30 June 2025

      South Africa pioneered drone laws a decade ago – now it must catch up

      17 June 2025

      AI and the future of ICT distribution

      16 June 2025
    • Company Hubs
      • Africa Data Centres
      • AfriGIS
      • Altron Digital Business
      • Altron Document Solutions
      • Altron Group
      • Arctic Wolf
      • AvertITD
      • Braintree
      • CallMiner
      • CambriLearn
      • CYBER1 Solutions
      • Digicloud Africa
      • Digimune
      • Domains.co.za
      • ESET
      • Euphoria Telecom
      • Incredible Business
      • iONLINE
      • Iris Network Systems
      • LSD Open
      • NEC XON
      • Network Platforms
      • Next DLP
      • Ovations
      • Paracon
      • Paratus
      • Q-KON
      • SevenC
      • SkyWire
      • Solid8 Technologies
      • Telit Cinterion
      • Tenable
      • Vertiv
      • Videri Digital
      • Wipro
      • Workday
    • Sections
      • AI and machine learning
      • Banking
      • Broadcasting and Media
      • Cloud services
      • Contact centres and CX
      • Cryptocurrencies
      • Education and skills
      • Electronics and hardware
      • Energy and sustainability
      • Enterprise software
      • Fintech
      • Information security
      • Internet and connectivity
      • Internet of Things
      • Investment
      • IT services
      • Lifestyle
      • Motoring
      • Public sector
      • Retail and e-commerce
      • Science
      • SMEs and start-ups
      • Social media
      • Talent and leadership
      • Telecoms
    • Events
    • Advertise
    TechCentralTechCentral
    Home » Company News » The Africa Account-Based Marketing Review 2019 – powered by Digital Kungfu

    The Africa Account-Based Marketing Review 2019 – powered by Digital Kungfu

    By Digital Kungfu14 April 2019
    Twitter LinkedIn Facebook WhatsApp Email Telegram Copy Link
    News Alerts
    WhatsApp

    Digital Kungfu, Africa’s Best Tech Start-Up, invites you to participate in the first nationwide research project exploring the state of the holy grail of B2B lead generation: account-based marketing (ABM).

    What is ABM?

    Given the recent hype, it may be more useful to start with what ABM is not. ABM is not algorithmic software. It is also not list-based marketing. Nor is it re-marketing and the clever use of cookies. While a successful ABM campaign might comprise these components, it is considerably more than the sum of its parts.

    ABM is the structured and strategic treatment of key accounts as markets in their own right. It is the traditional sales and marketing funnel flipped. And while it may feel counter-intuitive to put a lot of one’s eggs (budget) in one strategic basket, according to a survey from the Information Technology Services Marketing Association, 84% of businesses using ABM report that this strategy delivers higher returns on investment than other marketing campaigns.

    Give us your opinion here.

    Why it works

    ABM is the almost inevitable answer to a digital landscape that increasingly presents greater opportunity for insights and greater demand for personalised, precise messaging on relevant channels.

    ABM is to traditional marketing what spearfishing is to trawling. While the traditional marketing mindset aims to net as many fish as possible with the hopes of landing a few keepers, ABM is a much more strategic way to do outbound and requires planning, patience and precision. With ABM, instead of ending your campaign with a jumbled assortment of prospects in your net, you dive deep to get to your best catch first.

    Image: Digital Kungfu

    Sometimes (and perhaps more accurately) termed “account-centric marketing”, ABM takes its queues from its target audience. The first step in any successful ABM campaign is the careful selection of target accounts based on a number of factors: buyer propensity, likelihood and estimated value of conversion and ability to reach stakeholders with personalised content.

    Buyer personas (and in the case of systematic ABM, actual individuals) are identified at critical phases of the buyer process and diverse stakeholder pain points are mapped. Personalised content is then generated and channelled to stakeholders, guiding each along a unique buyer narrative culminating in a common destination — conversion (and/or retention, and/or expansion!).

    The current state of Africa ABM

    Matt Brown, founder and CEO of Digital Kungfu, a purpose-built storytelling production company specialising in building sales and marketing pipelines for technology businesses, first encountered ABM in the boardrooms of South Africa’s leading ICT businesses.

    We hope to gain a deeper insight into what is and isn’t working when it comes to lead generation and ABM in the ICT sector

    “While ABM was clearly on the minds and agendas of a lot of sales and marketing execs, a lack of executional expertise seemed the primary obstacle to implementation of an ABM programme,” says Brown.

    To explore this and other assumptions around the state of lead generation in South Africa further, Digital Kungfu has prepared this important market research initiative.

    “We hope to gain a deeper insight into what is and isn’t working when it comes to lead generation and ABM in the ICT sector, and as pioneers in the space, to explore the potential of incorporating ABM into our client’s marketing strategies to further improve ROI,” says Brown.

    Click here to take the survey and stand a chance to win a white paper for your company worth R25 000. Note that your answers and information will be kept strictly confidential and the average time to complete is just two minutes and 48 seconds.

    About Digital Kungfu
    Digital Kungfu is a storytelling production company that helps technology businesses market their software products/services, generate leads and build their brands. To address the pace of the technology sector, Digital Kungfu combines storytelling, branded content and agile marketing to take new or existing products and services to market quickly and, in the process, maximise market share and generate leads and key accounts. Visit digitalkungfu.co.za to find out more.

    About Matt Brown
    Matt Brown is the Chief Excitement Officer (CEO) of Digital Kungfu, a storytelling production company that helps technology businesses generate leads and acquire key accounts, market their software products/services and build their brands. He is also the founder of The Matt Brown Show, South Africa’s favourite podcast for entrepreneurs and business leaders.

    • This promoted content may have been paid for by the party concerned


    Digital Kungfu Matt Brown
    Subscribe to TechCentral Subscribe to TechCentral
    Share. Facebook Twitter LinkedIn WhatsApp Telegram Email Copy Link
    Previous ArticleMTN-backed Jumia surges 75% in US market debut
    Next Article The need always to be innovating

    Related Posts

    Digital Kungfu launches premium online lead-gen skills accelerator for tech businesses

    25 September 2020

    South Africa’s vulnerability to cyberattacks

    5 June 2019

    Account-based marketing wins the popular vote

    13 May 2019
    Company News

    Vertiv to acquire custom rack solutions manufacturer

    18 July 2025

    SA businesses embrace gen AI – but strategy and skills are lagging

    17 July 2025

    Ransomware in South Africa: the human factor behind the growing crisis

    16 July 2025
    Opinion

    A smarter approach to digital transformation in ICT distribution

    15 July 2025

    In defence of equity alternatives for BEE

    30 June 2025

    E-commerce in ICT distribution: enabler or disruptor?

    30 June 2025

    Subscribe to Updates

    Get the best South African technology news and analysis delivered to your e-mail inbox every morning.

    © 2009 - 2025 NewsCentral Media

    Type above and press Enter to search. Press Esc to cancel.