2023 ABM Benchmark Survey: Orgs Increasing ABM & Demand Gen Integration; Focusing On New Tech & Data Sources

More than two-thirds (67%) of practitioners are leveraging an account-based marketing (ABM) strategy — and for those who aren’t, 81% plan to adopt an ABM approach within the next year. Given the (soon-to-be) wider spread of ABM adoption, the “2023 ABM Benchmark Survey” revealed the nuances of each company’s account-based strategies. Specifically, practitioners’ views of their strategy’s success varied greatly, as most marketers were merely meeting expectations and nearly one-third were underperforming.

The top challenges of lower-performing strategies include scaling existing efforts and lack of internal resources — but more on that later. Throughout this survey report, we’ll examine the current state of ABM to understand practitioners’ creation and deployment of ABM
campaigns. Notable findings include:

  • The increased integration of demand generation and ABM to enable stronger personalization and account targeting;
  • The top technologies and partnership opportunities companies are relying on;
  • The specific datasets practitioners are relying on, with insights into how successful companies are enriching and cleansing their data;
  • The most popular content messaging, formats and channels; and
  • The top benefits marketers derive from their ABM campaigns.

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