64% of Marketers, Sales, and Data Personnel Now Using Account-Based Strategies

Many marketing and sales teams have made alignment a priority to achieve their account-based marketing (ABM) strategy goals. However, new research shows that they are still facing numerous challenges ranging from budget limitations to measurement difficulties.

Dun and Bradstreet recently published its ninth annual “B2B Sales and Marketing Data Report,” and statistics suggested that the majority of marketing, sales, and data leaders (64%) say their organization is now using an account-based strategy. However, they are up against several obstacles, including budget challenges (29%) and a lack of resources/personnel (24%). About 23% stated that they have an unclear ABM strategy, and the same percentage said that they still find it difficult to measure ABM success.

Approximately 97% of respondents claimed that the alignment of go-to-market teams is essential to their ABM strategy’s success. That being said, the majority (20%) stated that they focused on aligning teams around consistent account data.

Many Marketers Still in the Early Stages of Leveraging ABM

While ABM has piqued the interest of many marketers and sales professionals, previous research indicates that most are still in the beginning stages of implementing this type of strategy.

DemandGen conducted its “2022 ABM Benchmark Survey,” and data suggested that the majority of marketers (45%) are still in the early stages of leveraging ABM and testing their plan. At the time, most respondents (39%) stated that their biggest challenge was proving the return-on-investment/attribution of their ABM strategy. This was followed by a lack of sales and marketing alignment (38%).

Approximately 34% claimed that they were finding it difficult to achieve personalization at scale toward target accounts.