The new "Benchmark Account-Based Marketing Strategy Research Report"
Jens Schmidtmann
I write about supplier quality collaboration and industrial digitization - focus: quality, environmental requirements and approval processes (QM, HSE, Circular Economy, Product and Material Compliance, ...)
The Report by Uberflip, is representing the opinions of the marketing influencers dedicated to the business-to-business channel, who responded to the survey.
#The Strategic Priorities for ABM: Aligning sales and marketing initiatives is a top priority for more than half (55%) of B2B marketers. The most effective B2B account-based marketing strategies focus efforts on creating a strong, collaborative environment for the sales and marketing teams.
#Effective Engagement Channels: Personalized content (64%), delivered to the right targets, at the right time, through segmented email (61%) are the most effective digital channels used for engaging ABM accounts.
#Effectiveness Versus Difficulty: Effective channels that have high difficulty to execute (e.g., personalized content) may require an investment in additional resources and technology to be successful.
#Priorities Versus Barriers: The comparison of top ABM priorities against the perceived barriers to accomplishing these priorities B2B marketers said that “aligning sales and marketing initiatives” are key (55%) and the highest barriers are “creating content by account segement” (41%), “attributing marketing effords to revenue” (42%) and “optaining and enriching account data” (41%).