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.
Some 29% of agency clients are using ABM, on average.
About the research: 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.
Continue reading "The Use of Account-Based Marketing Among B2B Agencies" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Marketing Strategy:
- Great CX Calls for New Strategies and Stronger Collaboration
- The Features Marketers Look for in Automation Platforms
- Your Guide to Co-Marketing
- Standing Out From the Crowd and Salsabrating the Good: Jay Whitney on Marketing Smarts [Podcast]
- The Top Challenges Marketers Face in Executing Data-Driven Strategies