Data, Content And ABM Experimentation Helping B2B Marketers Perfect Their Demand Plan For 2019

To create the perfect demand plan for 2019, B2B organizations must identify what channels, content and other tactics work best at different stages of the buying journey based on the company’s business objectives, buyer demands and expectations. In-depth analysis of past campaigns, and the results generated from them, ultimately position marketers to better map out their go-to-market strategy for next year. 

2018 ABM Benchmark Survey Report

Account-based marketing continues to generate buzz, but B2B organizations are quickly looking to move beyond the initial hype around the category and are pressing to show ROI from their targeted programs.

Demand Gen Report's third annual ABM Benchmark Survey revealed most organizations are still in the early stages of ABM — they are starting to see some early growing pains and challenges on executing programs and clearly tracking and demonstrating the impact of their investments.

This report dives deep into the survey findings, including:

  • Top challenges for ABM practitioners, including proving ROI/attribution (40%);
  • A growing emphasis on traditional demand generation, with 45% of respondents noting they prioritize it over ABM efforts;
  • Key technologies companies are planning to use to support their ABM strategy, including video personalization tools (36%) and predictive analytics tools (35%);
  • More investments in targeted content/messaging, such as content tailored to specific industries (64%) and a spike in interest in video content (71%); and
  • How organizations are measuring their ABM efforts, with 61% highlighting contribution to pipeline revenue as a top focus.

Download the full report to access all the survey findings.

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  • Published in Reports
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