A survey of over 100 companies by Avention, the maker of OneSource® Solutions, has shown that account-based marketing (ABM) techniques are the preferred approach for corporates focused on B2B sales and marketing.
86% of the organisations polled are confident that employing account based marketing techniques will positively impact their growth in 2016 and 2017.
90% of respondents said that ABM, which uses data and analytics to focus marketing efforts on a specified group of target accounts, is relevant to their organisation.
These findings are supported by other industry research, with MarketingProfs reporting that companies using ABM generate 208% more revenue for their marketing efforts.
The benefits of ABM are widely recognised by the marketing profession; of the organisations polled by Avention, 38% are currently using an ABM programme, and a further 36% are either piloting a programme or planning to within the next 6-12 months. However, the first step to an effective ABM programme is having a good grip on your data – in terms of accuracy, depth, relevance and usability – yet less than 25% of respondents identified themselves as leaders in using data as a strategic asset. 75% of organisations still can’t find the right contacts at companies which match their target profile, and more than 50% have limited or no ability to gather real-time intelligence on target accounts.
To download the full release click on this link: Avention ABM survey press release
