{"id":11372,"date":"2022-02-09T13:58:09","date_gmt":"2022-02-09T13:58:09","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/09\/report-b2b-marketers-utilizing-abm-remain-challenged-by-poor-data\/"},"modified":"2022-02-09T13:58:09","modified_gmt":"2022-02-09T13:58:09","slug":"report-b2b-marketers-utilizing-abm-remain-challenged-by-poor-data","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/09\/report-b2b-marketers-utilizing-abm-remain-challenged-by-poor-data\/","title":{"rendered":"Report: B2B Marketers Utilizing ABM Remain Challenged By Poor Data"},"content":{"rendered":"

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Many B2B marketers turn to account-based marketing (ABM) to achieve their primary objectives. However, new research suggests that they still face many challenges in this area, particularly when it comes to leveraging data.<\/p>\n

Openprise recently published<\/a> its \u201cRevOps Reality Check\u201d report, and statistics indicated that some of the major challenges B2B marketers are facing in ABM strategy<\/a> execution include lack of internal expertise (40%), no interest in this type of project (31%), lack of consensus on the best approach (23%), and no budget (18%). Additionally, 24% of respondents said that their lack of confidence in their organization\u2019s data keeps them up at night.<\/p>\n

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\u201cBad data is the kryptonite of ABM campaigns \u2014 with inaccurate information, organizations are at risk of targeting out-of-market accounts and prioritizing the wrong leads,\u201d wrote the authors of the report. \u201cMissing a high-value prospect results in missed revenue, while targeting an account that\u2019s unlikely to make a purchase is a complete waste of resources.<\/p>\n

Overcoming Account-Based Marketing Obstacles<\/h2>\n

Despite the challenges associated with account-based marketing, previous research indicates that marketers are still intent on rolling out this type of strategy.<\/p>\n

DemandGen conducted<\/a> its \u201cABM Benchmark Survey,\u201d and statistics suggested that 98% of marketers are already utilizing or intend to implement an ABM strategy. This is despite challenges, including personalization at scale toward target accounts (46%), proving return-on-investment\/attribution (43%), and sales and marketing alignment (36%).<\/p>\n

Most marketers (53%) believe that their ABM efforts are at least meeting organizational expectations, despite these obstacles. Nearly 22% said that they are exceeding organizational expectations.<\/p>\n<\/p><\/div>\n