Majority of Marketers Say Account-Based Marketing Is a Crucial Priority, Yet Many Still Struggle
Research commissioned by Folloze, Campaign Stars and Terminus Reveals that Transforming the Martech Stack to Deliver Personalization Is Key to Eliminating Roadblocks to ABM for Most Companies
Folloze, provider of the world’s leading Personalized B2B Marketing Platform, announced the results of the second annual “State of ABM” survey, created to understand where companies are on their Account-based Marketing (ABM) journey. Folloze partnered with Campaign Stars, Terminus and Canam Research to survey close to 300 senior-level sales and marketing professionals to explore key ABM issues and challenges, including relevant technologies, use of ABM pillars, and companies’ confidence in implementing and scaling ABM.
“Full-funnel ABM requires aggregating first and third party data into a single ABM platform so sales, marketing, and customer success managers can take action with the right message at the right time.”
The findings are available for immediate download and will be discussed in detail during a live webinar on Tuesday, May 19, 2020.
Overall, more than half (53.85%) of the professionals surveyed say they are confident that ABM is the right strategy for their business, and approximately 15% want ABM capabilities, but most have not yet started its implementation.
Nearly one-third (31.20%) were neutral on ABM as a strategy, likely due to the need for most companies to build out business processes, as well as the martech stack, in order to successfully execute ABM. Only 9% were unfamiliar with ABM overall, illustrating growing recognition of ABM and a new understanding by sales and marketing teams that personalized customer and prospect experiences – including delivery of curated content at scale – are necessary in today’s crowded and noisy marketplace, particularly due to the impact of the coronavirus pandemic and the recent dramatic shift to online-only marketing campaigns.
