Regardless of buzz, only one-third of B2B businesses are committed to ABM, report states


Recently, account-based marketing ( ABM ) has been recommended as an effective B2B strategy. Based on the Information Technology Services Marketing Association, 69 percent associated with organizations that put into action ABM see improved annual income per account.

Yet despite its promise, less than half (38 percent) of the 250 U. Ersus. businesses surveyed for Dun & Bradstreet’ s Sixth Annual B2B Marketing Data Report say that ABM is part of its go-to-market technique.

The survey discovered that only 6 percent associated with companies planned to implement a good ABM strategy within the next six months, twelve percent within the next 12 months, and 41 percent were not sure. That simply leaves almost half (41 percent) without plans to implement ABM in any way.

The reason for the lack of excitement for the tactic? According to the report, bad data quality:

The reality is that a lot of organizations are still at the rear of on this evolution in marketing. This really is partly because a move to ABM can be rooted in more than a change within technology. First, it requires quality information — specifically strong firmographic plus demographic data — to identify crucial accounts and targets, reach all of them across a variety of channels, and provide relevant content that accelerates their particular buyers journey.

… ABM is not easy. Targeting particular accounts and decision-makers requires a matched,   synchronized effort across several channels. It requires the right data plus measurement systems — and  positioning at the executive level between product sales and marketing. An overwhelming number of B2B organizations  clearly recognize this and therefore are therefore somewhat cautious in their use of this strategy.

(It should be noted that Gloomy & Bradstreet provides many of those solutions. )

A whopping 88 percent said they believe that information quality is important in executing a good ABM strategy. Yet, half of the particular respondents (50 percent) say these people aren’ t confident of their information quality. And, when asked exactly what tactics are important in driving ABM success, technology came up lifeless last at just 18 percent.

Still, despite a lack of self-confidence, marketers are still using their data with regard to segmenting audiences. Sixty-two percent indicated confidence in their ability to create a listing for a campaign that accurately shows their target audience, and half stated they are confident in their ability to portion that list.


In regards to the Author

Robin Kurzer began her career as a daily paper reporter in Milford, Connecticut. The lady then made her mark for the advertising and marketing world in Chicago from agencies such as Tribal DDB plus Razorfish, creating award-winning work for a lot of major brands. For the past seven years, she’ s worked as a freelance author and communications professional across a number of business sectors.

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