The 2018 State Of Account-Based Marketing

Leaders Refining ABM Practices With Hyper-Personalized Targeting, Messaging & Engagement

B2B buyers are increasingly expecting Amazon-like experiences with recommendations and offerings tailored to their unique interests and behaviors. While 35% of respondents to Demand Gen Report’s 2017 ABM Benchmark Survey noted that they are doing personalized/custom messaging for each account, they are still challenged with delivering that level of personalization to every stakeholder within an account.

Progressive organizations such as Oracle and FinancialForce are formulating their own ABM methodologies and practices that leverage detailed insights into account pain points to create relevant and meaningful engagement.

ABM practitioners are also moving to refine their ABM efforts because they see the value in creating one-to-one messaging that accelerates accounts through the sales cycle from opportunity to close.

The special report will dive into how ABM leaders in the B2B marketplace are continuing to grow their ABM programs to scale their efforts and offer hyper-personalized experiences across their web, advertising, marketing messaging and sales conversations. The report will expand on how:

  • ABM practitioners are focusing on the processes and investments that will maximize their ability to execute highly targeted programs;
  • Engagement with target accounts varies between leaders and laggards, especially when it comes to messaging, channels and funnel stages; and
  • ABM leaders are focusing on longer-term impact metrics and mid-term output metrics to measure success.

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