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Trend Reports

BAO Trend Report: Account-Based Marketing (ABM)

BAO conducted a research study to understand how ABM is being planned and practiced.
BAO surveyed 289 B2B technology companies

about Account-Based Marketing (ABM), particularly in the areas of account selection and target account insights. Among the key trends:

60% of Organizations
are targeting 50+ accounts
Only 12% say they
have all the account intelligence they need

The trend report includes a look at:

  • The number of organizations marketers are targeting with ABM.
  • How organizations are selecting their ABM targets.
  • The types of account insights organizations are collecting for ABM as well as the insights they’d most like to obtain.
  • The ABM approach(s) marketers are practicing or planning to practice.
  • The goals marketers have for ABM, as well as the challenges they’re encountering.
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