For all the hype, few companies have a well-oiled account-based marketing (ABM) machine.
A mere 22% say they have a measurable strategy in place, according to Account-Based Marketing Approach, a study by Ascend2.
Another 14% are rolling out a pilot program, and 34% are planning for ABM in the future. Still, 30% have no such plans.
Moreover, while 65% of those embracing ABM are somewhat successful at it, only 22% are best in class. And 13% are failing at it.
The main obstacles are:
Ascend2 and Research Partners surveyed 261 marketers, 40% B2B, 31% B2C and 29% a combination of both.
The researchers found 62% of ABM users spend less than 25% of their marketing budgets on ABM, and 25% spend from 25% to 49%. Another 30% allocate 50% to 74% and only 3% more than 75%.
Email remains a prime medium for ABM, the most effective channels being listed as:
Companies use a variety of metrics to measure ABM success:
The most vital account data being collected:
Of the outfits polled, 54% are finding and attracting new contacts, 27 are focused on existing contacts and 19% are nurturing and cross-marketing to those existing contacts.