45% of Marketers Still in the Early Stages of Testing Their ABM Program

Although some marketers have begun developing an account-based marketing (ABM) strategy, new research indicates that many are still in the early stages of leveraging ABM to drive results.

DemandGen recently published the results of its “2022 ABM Benchmark Survey,” and statistics suggested that most marketers (45%) are still in the early stages of utilizing ABM and testing their program. The majority of respondents (39%) claim that their biggest challenge surrounding ABM is proving return-on-investment/attribution, while 38% point to sales and marketing alignment. About 34% are being held challenged by trying to achieve personalization at scale toward target accounts.

At the moment, most marketers (84%) claimed that they are primarily utilizing email to engage with their ABM list.

The Continuing Investment in Account-Based Marketing

Even though some marketers are facing challenges when it comes to leveraging ABM tactics, previous research suggests that they intend to continue investing in this area.

Activate partnered with Marketing Charts to conduct the “State of Demand Gen: 2022” report, and data indicated that most marketers (46%) intend to boost their investment in ABM programs — specifically as a demand generation tactic — within the next year. Additionally, 24% are aiming to invest more in email marketing, and the same percentage want to increase their investment in content syndication.

When looking back on 2021, most respondents (44%) said they increased their content syndication efforts. About 31% claimed they did the same with their ABM programs, and 26% did so with email marketing.