Conclusion:
Key Research Findings & Take-aways
While ABM remains a powerful approach to targeting high-value accounts and generating revenue for companies, it appears B2B marketers on both sides of the Atlantic still have a way to go before unlocking it’s full potential.
While ABM budgets are set to rise this year, true ROI will not be realized until a tangible solution to the reported skills gaps, tech limitations and resource restraints has been adopted by businesses operating ABM at all maturity levels.
12 Key Insights
%
B2B marketers surveyed say their ABM strategy is well established.
%
plan to increase ABM spend over the next 12 months.
%
of US Marketers reported increased efficiency and productivity would be the biggest benefit of implementing tech.
%
cite cost as the biggest factor when evaluating technology for ABM.
%
use an unintegrated or bolt-on ABM solution such as Targeted Demand Generation.
%
of US marketers use only a CRM and MAP to support their ABM strategy.
%
are not confident at identifying or predicting in-market accounts.
%
report Sales Outreach is one of the most important ABM channel tactics.
%
build targeted account list (TAL) based on firmographic and technographic data.
%
more US marketers use a data management platform to integrate and analyse customer data, than their UK peers.
%
leverage account-based advertising to reach target accounts.
%
of marketers hold weekly syncs with sales and sales development teams, only 8% do it in real time.
Why is Targeted Demand Generation the new "Go-to"?
Targeted Demand Generation is a powerful tool for improving your ABM foundations through building the 1st and 3rd party data you need for identifying and engaging high value accounts.
And, while internal teams focus on building out your ABM architecture, Targeted Demand Generation campaigns keep the MQLs flowing, ensuring your sales pipeline remains active, and the sales team continue to close deals.
Explore how Targeted Demand Generation is transforming the way senior marketing professionals approach ABM in our latest guide.
