2017_ABM目标客户营销调查报告（英文版）_15页_873kb

ABM Adoption and Challenges in B2B Organizations

Core Content Overview

This report provides an in-depth analysis of the current state of Account-Based Marketing (ABM) adoption among B2B organizations, based on survey data. It highlights the growing interest in ABM, the tools and strategies being used, the challenges faced, and the importance of aligning marketing and sales efforts for successful ABM implementation.

Key Findings

ABM Strategy Adoption

• ABM Adoption Growth: There has been a significant increase in ABM adoption compared to 2016. Less than half (47%) of respondents had an ABM strategy in place in 2016, while the current survey shows a much higher level of engagement.
• Strategy Duration: 76% of respondents have had their ABM strategies in place for less than a year, indicating that most organizations are still in the early stages of ABM implementation.
• Sales and Marketing Alignment: 45% of respondents identified sales and marketing alignment as the top challenge in ABM, highlighting the need for collaboration between the two departments.

Account List Development

• Target Account Range: 39% target 1–50 accounts, 13% target 50–100 accounts, and 28% target 500+ accounts.
• Ideal Customer Profile (ICP): 58% of respondents used internal knowledge to define their ICP, but only 44% had alignment between sales and marketing teams on the ICP.
• Data Usage: Only 19% currently use intent data, but 39% plan to use predictive data, 30% technographic data, 27% psychographic data, and 19% firmographic data in the future to build account lists.

Contact List Augmentation

• Data Providers: 34% plan to work with a predictive analytics provider to build a list of likely buyers, while 33% plan to use a provider for contact intelligence and 31% for richer contact information.
• Current Practices: Some organizations are already using data providers to enhance their contact lists, though the majority are still in the early stages.

Content and Outreach Strategies

• Personalized Content: 35% of B2B organizations are creating personalized content for each account, showing an increase from previous years.
• Content Offers: The most common content offers include:
  • Targeted Executive Events (54%)
  • Interactive Content by Industry/Role (46%)
  • Direct Sales Meeting Invitations (41%)
  • Video Content (36%)
  • Promotional Item Giveaways (39%)
  • Influencer/Advocate Content (35%)

Technology Stack

• Current Tools: Analytics and reporting tools (72%) are the most commonly used, followed by campaign execution and orchestration tools (60%).
• Planned Tools: Marketers are planning to implement:
  • Web Personalization (42%)
  • Account-Based Advertising Tools (41%)
  • Intent Monitoring Tools (36%)
  • Insights & Intelligence Tools (35%)
• Dedicated ABM Platforms: Only 7% of respondents have a dedicated ABM platform integrated into their tech stack, with most relying on existing CRM and MAP tools.

Demand Generation vs. ABM

• Prioritization: 52% of respondents are still prioritizing traditional demand generation over ABM, while 29% have integrated both approaches.
• Balance Challenges: Many marketers are still figuring out the right balance between demand generation and ABM, with priorities shifting frequently.

Challenges in ABM Implementation

The main challenges reported include:

• Sales and Marketing Alignment (45%)
• Proving ROI and Attribution (36%)
• Lack of Internal Resources (36%)
• Personalization at Scale (38%)
• Lead-to-Account Mapping (24%)
• Identifying Ideal Accounts (21%)
• Data Enrichment (19%)

Collaboration with Agencies

• External Support: 37% of respondents have not used nor plan to use an external agency or consulting partner for ABM.
• Uses of Agencies: For those who have used agencies, the top uses include:
  • Content Development (27%)
  • Creative and Campaign Design (26%)
  • Setting ABM Strategy (22%)
  • Aligning Sales and Marketing (15%)
  • Selecting and Integrating Tools (14%)

ABM Measurement

• KPIs Used: Marketers are using a variety of KPIs to measure ABM success, including:
  • Net-New Accounts Engaged (49%)
  • Win Rate (46%)
  • Contribution to Pipeline Revenue (42%)
  • Number of Qualified Accounts and Pipeline Velocity (42%)
  • Account Engagement Scores (31%)
• Departments Involved: Marketing operations (73%) and demand generation (62%) are the most involved in ABM execution and measurement, followed by sales management (49%) and sales development reps (48%).

4 Keys to Better Marketing-Sales Alignment

1. Secure Leadership Buy-In: Obtain endorsement from sales leadership to ensure collaboration.
2. Show the Numbers: Demonstrate ABM's impact through industry-specific metrics and case studies.
3. Set Clear Expectations: Define what is expected from sales and explain the benefits of their involvement.
4. Run a Pilot: Start with a small group of sales reps to test ABM and showcase its value.

Supporting Tools and Platforms

• BrightFunnel: Offers a full-funnel reporting suite to help marketers understand how their activities influence revenue.
• EverString: Provides predictive marketing and sales SaaS solutions, enabling B2B companies to grow by leveraging data science and machine learning.
• Quarry: A modern B2B marketing agency that helps brands create effective ABM strategies through integrated marketing and sales support.
• Vidyard: A video intelligence platform that enhances engagement and tracks viewer behavior to drive conversions.