Account-based marketing (ABM) is an overrated discipline as now practiced. A stunning 87% of ABM leaders say their current strategy misses the mark, according to State Of Marketing Maturity, a study done by Integrate in partnership with Heinz Marketing.
For one thing, 73% feel their marketing strategy is inadequate to meet their goals. For another, 60% fail to align their department’s goals with those of their company.
But it all depends on which level marketing maturity they have attained. The study identifies four levels:
Which sector does your firm fall into? This may be difficult to determine, for the percentages vary by the so-called Marketing Maturity Pillars. Take organizational marketing strategy:
Then there is organizational structure:
Next is marketing technology:
Email teams are prone to being stuck in their silo, and may have little input into strategy and martech investments. But they should have a seat at the table.
“Connect your channels one by one: Connecting with B2B buyers today requires marketers to deliver the right message at the right time and place,” the study states. “If, for example, your demand team isn’t collaborating with your digital team, how are you going to bridge the gap in buyer experience between channels?”
The study urges marketers to “Focus on creating connections between teams siloed in their channels and starting to connect your channels one channel at a time.”
Integrate and Heinz Marketing surveyed 223 executives at B2B technology, financial services, manufacturing, education, and healthcare companies in the spring of 2021.