2017ABM目标客户营销调查报告（英文版）_17页

ABM Research Summary: Early Adoption and Challenges

Core Content Overview

This document presents findings from the Second Annual ABM Benchmark Survey by Demand Gen Report, highlighting the current state of Account-Based Marketing (ABM) adoption and challenges among B2B organizations. Despite some skepticism about ABM being overhyped, the survey underscores its growing impact and the ongoing efforts to refine and scale its implementation.

Main Findings

1. Early Stages of ABM Adoption

• 76% of respondents have had their ABM strategies in place for less than a year.
• 56% are in the early stages of testing their ABM programs.
• 52% of respondents said their ABM strategy has been in place less than six months.
• Only 7% have a dedicated ABM platform integrated into their tech stack.

2. ABM Impact on Business Goals

• 74% of respondents indicated their ABM efforts are meeting or exceeding organizational expectations.
• 6% said they are greatly exceeding expectations, while 4% are greatly underperforming.

3. Challenges in ABM Implementation

• Sales and marketing alignment is the top challenge (45%).
• Other key challenges include:
  • Personalization at scale (38%)
  • Proving ROI/attrbution (36%)
  • Lack of internal resources (36%)
  • Lead-to-account mapping (24%)
  • Identifying ideal accounts (21%)
  • Data enrichment (19%)

4. Content and Outreach Strategies

• 35% of B2B organizations are creating personalized/custom content for each account.
• 54% use targeted executive event invitations.
• 46% use interactive content tailored by industry/role.
• Other content types include:
  • Direct invitations to sales meetings (41%)
  • Promotional item giveaways (39%)
  • Video content (36%)
  • Influencer/advocate-related content (35%)

5. Tech Stack and Tools

• 72% of respondents use analytics and reporting tools.
• 60% use campaign execution and orchestration tools.
• 46% currently use data and augmentation tools, with 33% planning to use them and 21% not planning to.
• Top planned tools include:
  • Web personalization tools (42%)
  • Account-based advertising tools (41%)
  • Intent monitoring tools (36%)
  • Insights and intelligence tools (35%)

6. Integration with Demand Generation

• 52% of marketers are still prioritizing traditional demand generation over ABM.
• 29% have integrated demand gen and ABM processes.
• 16% are prioritizing ABM efforts over traditional demand generation.
• Many marketers are still figuring out the right balance between the two strategies.

7. Building and Optimizing Account Lists

• 39% target 1–50 accounts, 13% target 50–100 accounts, and 28% target 500+ accounts.
• 58% define their ideal customer profile (ICP) using internal knowledge, but only 44% have alignment between sales and marketing on ICP.
• 19% currently use intent data to identify new customers.

8. Using Data Providers

• 34% plan to work with a predictive analytics provider to build a list of likely buyers.
• 33% plan to work with a provider to add intelligence and insights on key contacts.
• 31% plan to work with a provider to add richer information on existing contacts.

9. Outside Expertise and Agencies

• 37% of organizations have not used or plan to use external agencies or consulting partners.
• For those who have used outside expertise, the main uses include:
  • Developing content assets (27%)
  • Designing creative/campaign themes (26%)
  • Setting an overall ABM strategy (22%)
  • Selecting/integrating tools (14%)
  • Account selection/prioritization (14%)

Key Takeaways

• ABM is still in its early stages for most B2B organizations.
• While 74% of companies report success, the main hurdles are alignment, ROI, and resources.
• Content personalization and targeted events are key components of ABM outreach.
• There is a growing need for advanced data tools and predictive analytics to refine account targeting and personalization.
• Integration with demand generation is still a work in progress, with many companies struggling to find the right balance.

4 Keys to Better Marketing-Sales Alignment

1. Secure executive buy-in by demonstrating ABM's value through data and success stories.
2. Show the numbers that matter to sales, using industry-specific examples.
3. Set clear expectations for sales involvement and communicate the benefits.
4. Run a pilot with early adopters to showcase positive outcomes and build support.

Supporting Organizations

• BrightFunnel offers full-funnel marketing analytics to show the impact of ABM on revenue.
• EverString provides predictive marketing and sales tools to enhance targeting and prospecting.
• Quarry is a marketing agency focused on ABM, offering expertise in strategy and execution.
• Vidyard supports video-based ABM strategies with engagement and analytics tools.
• Demand Gen Report is the source of the survey, providing insights into B2B marketing trends.

Survey Details

• Survey Year: 2017
• Respondents: 248 marketers
• Industry Breakdown:
  • 40% from the high-tech sector
  • 12% from professional services
• Company Size:
  • 40% from companies with revenue over $25 million
• Respondent Roles:
  • 37% are managers
  • 27% are direct-level employees