Get the most important digital marketing news each day.
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.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.