Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Account-Based Marketing: Top Tactics, Challenges, and Goals

by   |    |  1,428 views

Marketers say personalizing content is the most effective account-based marketing tactic, according to recent research from Ascend2.

The report was based on data from a survey of 305 marketers (43% work for B2B firms, 27% for B2C firms, and 30% for hybrid B2B-B2C firms).

Respondents were polled on how they are using account-based marketing, which is the approach of targeting individual prospect/customer accounts as markets of one, rather than wider groups/verticals.

Some 51% of marketers polled say personalizing content is one of the most effective account-based marketing tactics.

Identifying high-value existing accounts ranks as the next most effective tactic (45% of respondents cite as a valuable approach), followed by creating account-specific campaigns (42%).


Respondents rank growing revenue per existing account as the top account-based marketing objective (56% cite it as an important goal); increasing the number of new accounts is next (48% cite), followed by unifying Marketing and Sales teams (46%).

Respondents say increasing the number of new accounts is the top challenge with account-based marketing (42% cite it as a critical issue); unifying Marketing and Sales teams ranks next (40% cite), followed by growing revenue per existing account (39%).

About the research: The report was based on data from a survey of 305 marketers (43% work for B2B firms, 27% for B2C firms, and 30% for hybrid B2B-B2C firms).


Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!