This piece collates ABM marketing stats and trends that marketers should be aware of in 2020.
With most brands (67%) using Account-Based Marketing to reach out to high-priority clients, ABM budgets have also seen an increase of 41% in 2019. When sales and marketing teams take a collaborative approach to ABM, they are 6% more likely to exceed their revenues goals.
While 56% of marketers see personalisation as the key to ABM’s success, delivering a personalised experience is also the most commonly cited challenge. Marketers are increasingly relying on “Researching Accounts” and “Identifying Target Contacts” as their go-to tactics.
Despite its growing popularity ABM is also presenting challenges to marketers. A scalable strategy for multiple accounts, customized content, and coordinating programs across different teams were the top three challenges for marketers.
[5 minute read]