Why a Data-Driven Strategy is Crucial to ABM – Oracle OpenWorld

Account-based marketing (ABM) has risen in popularity within the B2B marketing world for two primary reasons. First, it gets results. A survey by Demand Metric revealed 60 percent of B2B businesses who adopt ABM see significant increases in revenue within the first 12 months. Another, by Altera, reported 97 percent of companies using ABM said it provided higher ROI than other marketing initiatives. The experience of Leadspace customers such as RingCentral and Spigit bear out those statistics.Second, it’s not rocket science. ABM can be relatively simply integrated into your existing marketing strategy, and it’s based on marketing fundamentals (like marketing and sales alignment and addressing specific customer needs) that you’re probably doing already.ABM does, however, require some important shifts in thinking, as outlined in our latest ABM ebook with Oracle Marketing Cloud. Chief among those is an added emphasis on data.