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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