The Secret to Account-Based Marketing Success

Account-based marketing is rapidly gaining steam in the B2B world. About 90% of marketers recognize the value of account-based marketing (ABM), rating it as "extremely" or "very" important to their overall marketing efforts, but a recent study shows that only 20% of companies surveyed have a full ABM program in place. That gap is primarily due to a lack of knowledge and limited resources. Most companies are unsure how to start rolling out an ABM program. Lead-to-account matching is a crucial step in a successful campaign. Understanding Lead-to-Account Matching Lead-to-account matching lets you match new and existing leads to their proper accounts. Without it, ABM falls flat. Why? Because in today's enterprise, marketing teams are engaged in many different activities and campaigns.