As marketers look for new ways to improve their demand-generation strategies, new research indicates that they may begin shifting toward account-based marketing (ABM) in the future.
Activate recently partnered with Marketing Charts to publish the “State of Demand Gen: 2022” report, and statistics suggested that when reflecting back on 2021, most marketers (44%) increased their content syndication. This was followed by ABM (31%), paid search (28%), and email marketing (26%).
However, the majority of respondents (46%) stated that they intend on increasing their investment in ABM programs as a demand-generation tactic within the next 12 months. Twenty-four percent cited email marketing, and the same percentage said they would increase their content syndication efforts.
B2B Marketers Continue to Face ABM Challenges
Many marketers remain dedicated to ABM, but previous research has suggested that B2B marketers, in particular, have struggled to leverage this tactic.
DemandGen released the results of its “2022 Marketing Measurement & Attribution Survey,” and data indicated that most B2B marketers (58%) are struggling to link anonymous account engagement to known stakeholders. Furthermore, 52% are finding “messy” customer relationship management data to be problematic, and 42% are being challenged by cross-platform data integration.
“While marketers are making some strides in areas like attribution analysis and gathering deeper engagement metrics to power their ABM programs, many still struggle to connect siloed data and track activity across the entire buyer’s journey,” wrote the authors behind the survey.