Account-Based Marketing Adoption Benchmark Report – September 2015

whitePaper | October 16, 2022

While sales technology has been an essential component of the modern sales team for decades, the past two years have seen a notable evolution in the role of technology in the selling process. According to data from Demand Gen Report, just over half (51%) of companies implemented new sales technologies to keep up with buyer demands. The rising dependence on sales technology became particularly evident as sales teams transitioned from in-person sales to completely remote to hybrid work over the course of the pandemic. Sales leaders had to equip their staff with tools that could perform in any environment, with all the functionality and security they would get working from the office.

whitePaper | December 23, 2022

Selling or marketing to someone you have limited insights on is like trying to hit a piñata blindfolded. You have a general idea of where it is, but without knowing its exact whereabouts, you’re taking swings in the dark, and more often than not—you’ll miss your target. Gaps in buyer insights—pain points, account needs, and goals—are a huge issue for accountbased marketing (ABM) teams looking to deepen relationships with existing customers and target high-value prospects. Personalization lives at the core of ABM, and yet, personalization at scale toward target accounts (35 percent) and developing targeted content for accounts and personas (30 percent) are in the top five ABM challenges, according to Demand Gen Report.

whitePaper | December 23, 2022

ABM gets better with age - but unfortunately, practitioners don't have the luxury of pouring it into an oak barrel for a couple decades to let it mature. Demand Gen Report's "2022 ABM Benchmark Survey" uncovered that 59% of experienced practitioners (those with ABM programs more than a year old) indicated their ABM programs are meeting or greatly exceeding their expectations, while only 45% of novices (those with ABM programs less than one year old) could say the same.

whitePaper | January 30, 2023

Since the beginning of the Pandemic in 2019 through the end of 2021, 75% of all sales roles that were terminated have been re-hired. At the current trend, we will be at or above 98% recovery by the end of 2022 even in a recessionary market. To offset these results, the best sales leaders are focused on using AI-assisted real-time rep support and are increasing their automation of digital channel engagement. Our review of 11.5M sales engagements and conversation outcomes from Sales Development Reps (SDRs) underscores the need for automated conversation guidance to improve seller performance.

whitePaper | January 25, 2023

Intent data has been making waves in digital environments by improving customer interactions from that phase of initial interest, all the way to becoming a converted account. For the better part of a decade, data-driven observations of customer behavior have relied heavily on insights derived from first-party data - insight into what actions customers take directly on an organization’s website. While this approach has strong pros for increasing account growth or capitalizing on inbound leads, the decision making process in the buyer journey often starts long before a prospect lands on a business’ website.

whitePaper | August 4, 2022

Buyers are influenced by brands they know. By leaning into the entire customer journey, B2B brands can start to think beyond lead-based strategies with account-based experiences (ABX). Delivering account-based experiences (ABX) helps you find and keep customers by staying active in the market and nurturing meaningful account relationships. Learn what successful account-based experiences look like and how to get started on a full-funnel, always-on ABX approach. You’ll discover: Why brand building creates more value than sales activation Key differences among account-based targeting, marketing, and experience Tips on how to implement ABX strategically, one ecosystem at a time How to align your go-to-market teams and accelerate revenue