Email A Top Channel In Account-Based Marketing, Study Says

Email is one of the most effective channels in account-based marketing (ABM), and it’s easy to use, according to a January survey from Ascend2. But it has to fit into the broader alignment of sales and marketing.Ascend2, a provider of research-based marketing, surveyed 253 executives, 53% in B2B, 28% in B2C and 19% in both. It asked them about their strategies in pursuing ABM — the marketing to accounts on an individual basis.Of the executives polled, 49% say email is an effective channel, and 30% rate it as difficult. In contrast, 52% say personalized content is effective, but 39% find it difficult.Mobile ads are also seen as effective by only 21%, and difficult by 36%. Search engines are deemed effective by 29%, and are described as troublesome by 37%.In addition, social media hits 45% in effectiveness, and 37% in difficulty. And targeted display ads are seen as effective by 31%, and difficult by 33%.