Marketers have been integrating account-based marketing (ABM) into their overall strategies, but how confident are they in executing this part of their plan?
To find out, Openprise recently surveyed marketing executives for its “2018 Marketing Operations Benchmarking Report.” Respondents were asked to rank their responses based on a scale of 1 to 5, with 5 being considered the best. When asked how confident they felt about ABM, companies with 501 to 1,000 employees showed the highest level of confidence, averaging a 3.73 response.
Companies with more than 5,000 employees were close behind (3.55), followed by those with 251 to 500 employees (3.42) and businesses with 1,001 to 5,000 employees (3.33).
“Surprisingly, respondents had more confidence in their ability to execute their ABM strategy than most other categories, suggesting the coming of age for ABM programs,” wrote the authors of the report. “ABM has been the talk of the town for a few years, as its targeted approach has proven capable of delivering impressive ROI.”
B2B Marketers and ABM Practices
B2B marketers, in particular, have been seeing a large amount of success with ABM tactics, according to previous research.
The annual “2017 ABM Benchmark Survey Report” from Demand Gen Report found that most B2B marketers (54 percent) say their ABM efforts are meeting their company’s expectations. About 20 percent claim that they are exceeding their organizational expectations as well.
B2B marketers are frequently turning to web personalization (42 percent) and account-based advertising tools (41 percent) to achieve their top objectives.