What You Need to Know About ABM

September 23, 2016 Alicia McCarty

Account-based marketing (ABM) is not a new concept in the B2B marketing sphere. But like many buzzwords and emerging marketing technology categories, interest has been heating up globally as marketers look for ways to better target messages and content to customers, while supporting sales teams to close ever-more complex deals.

In its State of Account-based Marketing Study in 2015, research firm, SiriusDecisions, found 92 per cent of B2B organisations saw ABM is extremely or very important to their marketing initiatives. And while only 20 per cent had full programs in place for at least a year, 60 per cent planned to invest in technology to help drive ABM in their organisation in the next 12 months and 52 per cent had pilot programs in place.

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