Despite buzz, only one-third of B2B businesses are committed to an ABM strategy
A Dun & Bradstreet report shows that a majority of B2B companies aren't confident in the quality of the data they need to drive an ABM program.
In recent years, account-based marketing (ABM) has been touted as an effective B2B strategy. According to the Information Technology Services Marketing Association, 69 percent of organizations that implement ABM see improved annual revenue per account.
But despite its promise, less than half (38 percent) of the 250 US businesses surveyed for Dun & Bradstreet’s Sixth Annual B2B Marketing Data Report say that ABM is part of its go-to-market strategy.
The survey found that only 6 percent of companies planned to implement an ABM strategy within the next six months, 12 percent within the next 12 months, and 41 percent were not sure. That leaves almost half (41 percent) with no plans to implement ABM at all.