The Biggest Challenges With Executing Account-Based Marketing Programs

Recently, Demandbase conducted a survey of nearly 900 professionals working for companies with account-based marketing ( ABM) programs. Two of the biggest challenges for executing ABM programs were identified as data quality issues and a lack of budget. Other key challenges included lack of ability to execute, a lack of tools and tech, and a lack of headcount.

The study also found that companies with ABM programs at different stages of maturity face different key challenges. Those with early stage programs cited lack of budget as the biggest challenge, while those with more established programs identified data quality as the biggest issue.

The research results were based on data from a survey conducted in March and April 2020 and the full report can be found on Demandbase’s website.