Marketers Aren’t Taking Advantage of Account-Based Marketing

To paraphrase baseball legend Yogi Berra, account-based marketing (ABM) is so popular that nobody uses it.SiriusDecisions' “2015 State of Account-Based Marketing” study shows that ABM is essential to improving sales and marketing alignment; yet, many marketers believe they lack the support needed to be successful. So although 92% of companies acknowledge ABM's value with some even calling it a B2B marketing must have only 20% have had full programs in place for more than a year.
However, a wider implementation is expected throughout the industry. In fact, more than 60% plan to invest in ABM technology. “B2B marketers are realizing that marketing to large quantities of individuals doesn't result in quality sales opportunities,” said Peter Isaacson, CMO of Demandbase.