Account-Based Marketing is on an upswing with higher budgets

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 12, 2020, 5:04 PM UTC

This piece collates ABM marketing stats and trends that marketers should be aware of in 2020.

With most brands (67%) using Account-Based Marketing to reach out to high-priority clients, ABM budgets have also seen an increase of 41% in 2019. When sales and marketing teams take a collaborative approach to ABM, they are 6% more likely to exceed their revenues goals.

While 56% of marketers see personalisation as the key to ABM’s success, delivering a personalised experience is also the most commonly cited challenge.  Marketers are increasingly relying on “Researching Accounts” and “Identifying Target Contacts” as their go-to tactics.

Despite its growing popularity ABM is also presenting challenges to marketers. A scalable strategy for multiple accounts, customized content, and coordinating programs across different teams were the top three challenges for marketers.

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