The report was based on data from a survey of 400 senior professionals (VP or higher) who work for a digital, general marketing, or advertising agency.
Respondents were asked about how their firm and their B2B clients use account-based marketing (the targeting of sales and marketing efforts toward individuals/individual companies rather than broader groups).
Some 39% of agency marketers say they use ABM and have a team dedicated to it; 28% say they use ABM but do not have a dedicated team; and 34% say they do not use ABM.
Among those agencies that do not use ABM, 43% plan to start using the approach in the next one to three years, and 26% plan to start in more than three years; 31% have no plans to use ABM.
All of the marketers surveyed say their firm has at least one B2B client that uses ABM.
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