Marketers say personalized content is the most effective digital channel they use for engaging account-based marketing (ABM) accounts, according to recent research from Ascend2.

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.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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