OOH = ABM: Your Account-Based Marketing Strategy Needs a Real-World Power-Up
B2B marketers are hitting a wall with digital-only ABM. Out-of-home ads provide a fresh, measurable channel for breaking through. Read more.
Are B2B Firms Dedicating Staff Exclusively to Account-Based Marketing?
Account-Based Marketing — Tue., Jan. 18, 2022Most B2B firms do not have individuals or teams dedicated exclusively to account based marketing ( ABM). The report, based on a survey of B2B executives from around the world, found that 22% of respondents have marketers dedicated to ABM, 17% have a dedicated ABM team, 59% have marketers balancing ABM with other responsibilities, and 2% have an ABM team comprised of both marketers and salespeople.
Only 36% of respondents who have marketers balancing ABM with other activities feel their setup supports success, compared to 73% of those with marketers dedicated to ABM. 49% of respondents overall say their team setup supports ABM success. 65% say their marketing team sets ABM objectives in partnership with Sales, which impacts success.
The report was based on a survey of B2B executives from around the world.
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Are B2B Firms Dedicating Staff Exclusively to Account-Based Marketing?
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