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Two-thirds of B2B marketers lack tools to make ABM work

Two-thirds of B2B marketers lack tools to make ABM work.

New research into B2B marketers with account-based marketing ABM in place has revealed more than three-quarters are developing resources to further continued usability and best practice sharing in order to scale their programmes and expand their efficiency. The Information Technology Services Marketing Association ITSMA released results from a March 2016 survey, which polled B2B marketers globally on what approaches they re using to scale their account-based marketing programmes.

Of those surveyed, 77 per cent said they were developing tools and templates to encourage repeat use and best practice sharing. More interestingly, 69 per cent said they were adding technology to automate and create more leverage.

While marketing technology is top of mind for all marketers, B2B marketers evidently lack some of the resources they need, but are trying to make the best of them. According to a separate survey released in August 2015 by Ascend2, more than two-thirds of B2B marketing professionals worldwide said they didn t have the marketing technology tools they needed.

Last year, a study from SiriusDecisions revealed 92 per cent of B2B marketers worldwide said ABM was extremely or very important to their overall marketing efforts. There s no question ABM has become a key area for B2Bs, and now it s become crucial for these marketers to evaluate their approach and make sure they have the necessary tools and technologies in place.


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