Why ABM has become a critical strategy for B2B marketers
As more organizations hop on the Account-Based Marketing bandwagon, columnist Sonjoy Ganguly discusses the underlying reasons it's becoming a necessity in the B2B marketing space.
At least 62 percent of B2B companies surveyed this year have a full Account-Based Marketing (ABM) program in place, compared with 41 percent in 2016, according to SiriusDecisions. Those who have found religion when it comes to ABM would even say it’s mission-critical.
That same SiriusDecisions survey reports that 91 percent of the respondents stated that their average deal sizes are larger for ABM accounts than for non-ABM accounts. Yet, despite their belief in it, not all marketers are taking the practice to its full potential.
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