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How B2B Organizations Are Seeing The 360-Degree View Of The Customer Take Shape

Allen Pogorzelski 1 2 1Over 20 years ago, the elusive “360-degree view of the customer” was a value proposition in datasheets from just about every Customer Relationship Management (CRM) software suite provider and data warehousing vendor. Over time, marketers have tried to keep their categories fresh by renaming them and adding new capabilities. Decision support systems became business intelligence solutions and data warehousing solutions morphed into Customer Data Platform (CDPs). With the evolution of all these systems and all these new capabilities, have most companies achieved his 360-degree view?

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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For marketing messages to stand out in today’s digital ecosystem, B2B teams must be fearless in how they formulate their strategies, budget for unique tactics and prove the projected ROI to senior leadership on their efforts. Those who can remain fearless through these challenges position their marketing teams to build a customer-obsessed brand that offers relevant and contextual experiences.

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