New Survey Shows That Despite Broad Adoption of ABM, Marketers Believe Their Tech Stacks Are Still “Immature”
Demandbase, the leader in Account-Based Marketing (ABM), announced the results from a new report titled State of the ABM Tech Stack, which found that despite strong adoption and widespread awareness of ABM, most marketers believe that their ABM tech stacks are “immature.” Additionally, those companies rating themselves as immature adopters are also the companies that are struggling to find ABM technology to support their needs. The report findings, conducted in collaboration with research firm Demand Metric, shows that an ABM tech stack configuration can generate significant lift or drag for ABM programs, as companies that self identify as having an immature tech stack were almost four times more likely to indicate that their current technology doesn’t support their ABM needs.
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To address these challenges, and help account-based marketers choose the right technologies for their stack, Demandbase has launched its ABM Stack Evaluator, a seven question survey that generates a customized report of recommendations for matching the right ABM technologies to their ABM strategy.
ABM is no longer a novel approach to marketing. 81 percent of respondents reported that their organization has deployed, or is considering deploying, an ABM strategy. While just 30 percent categorized their program as “median” (complete or near complete implementation and/or moderate usage) or “mature” (complete implementation with regular or full usage), respondents in this group were almost three times more likely to report their ABM technology stack supported their programs “well” or “very well.”
“Account-based marketers face many challenges when building and scaling their ABM strategy, including choosing the right technologies,” said Peter Isaacson, chief marketing officer at Demandbase. “This is even harder due to the explosion of ABM technologies out there. By partnering with the top 20 marketing technology vendors, the ABM Stack Evaluator helps match ABM technology to a company’s specific marketing challenges. It’s a great starting point for any company jumping into, or scaling, their ABM strategy.”
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According to this survey, 36 percent of B2B marketers say that adopting the right technology tools is a key challenge. Marketers must leverage their entire marketing tech stack to realize the full revenue and ROI benefits of ABM. The ABM Stack Evaluator audits marketers’ ABM strategy and recommends the right technology mix to be successful. This tool allows marketers to choose specific challenges they’re facing in seven different areas, including identifying a target list, identifying the buying team, measuring engagement for target accounts, and reporting ABM performance. Once marketers evaluate how technology can support their ABM strategy, this tool is designed to empower their next stack move to make that process easier.
Demandbase is the leader in Account-Based Marketing (ABM) and an indispensable part of the B2B tech stack. The company offers the only end-to-end ABM platform that helps B2B marketers identify, win and grow the accounts that matter most. The biggest and fastest growing companies in the world, such as Accenture, Adobe, DocuSign, GE, Salesforce and others rely on Demandbase to drive their ABM strategy and maximize their marketing performance.
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