Email A Top Channel In Account-Based Marketing, Study Says

Email is one of the most effective channels in account-based marketing (ABM), and it’s easy to use, according to a January survey from Ascend2. But it has to fit into the broader alignment of sales and marketing. 

Ascend2, a provider of research-based marketing, surveyed 253 executives, 53% in B2B, 28% in B2C and 19% in both. It asked them about their strategies in pursuing ABM — the marketing to accounts on an individual basis. 

Of the executives polled, 49% say email is an effective channel, and 30% rate it as difficult. In contrast, 52% say personalized content is effective, but 39% find it difficult.

Mobile ads are also seen as effective by only 21%, and difficult by 36%. Search engines are deemed effective by 29%, and are described as troublesome by 37%. 

In addition, social media hits 45% in effectiveness, and 37% in difficulty. And targeted display ads are seen as effective by 31%, and difficult by 33%.

The verdict: Email and custom resource centers are tied as the easiest channels to use.  

What are the main obstacles getting in the way of ABM?

The top hurdle, cited by 39%, is attributing marketing efforts to revenue. And 38% are flummoxed when aligning sales and marketing initiatives.

But 37% are frustrated in getting executive buy-in and budget.

These challenges are almost in identical order to the main goals of ABM. They are: 

  • Aligning sales and marketing initiatives — 50%
  • Attributing marketing efforts to revenue — 41%
  • Scoring and targeting ideal accounts — 41%

Meanwhile, only 25% see getting executive buy-in and budget as a top priority. Another 36% seek the ability to create content by account segment. But 34% say it’s a challenge.

How successful are companies at achieving their priorities with an ABM strategy?

Of those polled, 40% rate themselves very successful, or best in class, and 55% as somewhat successful, or above average. Only 4$ are somewhat unsuccessful, and 1% very unsuccessful. 

Effectiveness is increasingly significantly, and 59% say marginally. Only 7% say it is decreasing, with 1% citing significantly. 

As for pursuing ABM, 60% use a combination of in-house and outsourced resources. In addition, 24% outsource to a specialist, and 16% rely on in-house resources only.



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