The report was based on data from a survey of 253 marketing influencers (53% work for B2B firms, 28% for B2C firms, and 19% for hybrid, B2B-B2C firms).
Respondents were polled on how they use account-based marketing, which refers to the approach of targeting individual prospect/customer accounts as markets of one, rather than targeting wider groups/verticals.
Some 52% of marketers say personalized content is an effective account-based marketing digital channel, 49% say segmented email is an effective channel, and 45% say social media is an effective channel.
Respondents say their top ABM priorities in 2018 are to align Sales and Marketing initiatives, to attribute marketing efforts to revenue, and to score and target ideal accounts:
Respondents say their top ABM challenges are attributing marketing efforts to revenue, aligning sales and marketing initiatives, and scoring and targeting ideal accounts:
About the research: The report was based on data from a survey of 253 marketing influencers (53% work for B2B firms, 28% for B2C firms, and 19% for hybrid, B2B-B2C firms).
Continue reading "Account-Based Marketing Trends: Top Channels, Priorities, and Challenges" ... Read the full article
Subscribe today...it's free!
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:
- Struggling With Digital Communication? Here Are Five Ways to Nail It
- New Channels, Better Targeting: How B2B Tech Marketing Is Changing
- When Should You Shelve Those Marketing Ideas? Use These Five Prioritization Tactics to Find the Answer
- Six Prerequisites for a Responsive Brand
- Marketing That Saves Lives: Jasmine Gee on Marketing Smarts [Podcast]