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).
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