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Why Do ABM? Because It Works Really Well.

Sharon Gillenwater

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So many of our customers are launching and managing Account Based Marketing programs these days. In fact, hardly a day goes by that we are not having a conversation with someone about ABM.

So we eagerly await SiriusDecisions’ annual survey about the state of Account Based Marketing. Their study surveyed 200+ B2B ABM leaders from around the world.

Anyone interested in or working in ABM should check out the full report, which is available online for free.

Here are some highlights:
  •      93% of respondents said that ABM is “very important” or “extremely important.”
  •      92% said that ABM has helped them close more deals.
  •      91% said that ABM has helped them close bigger deals.
  •      Respondents also said that ABM boosts engagement with C-suite decision makers
  •      Allocation of marketing budgets toward ABM is accelerating.
  •      37% of respondents plan to increase their investment in account profiling technologies and solutions.

Some other findings caught our attention, due to the role that we play in supporting the executive engagement part of ABM. Specifically, SiriusDecisions looked at the role that “in-person interactions” play in ABM. They found that B2B ABM-ers are using peer networking events (27%), executive briefings (35%) and vendor-hosted conferences and events (50%) to educate and engage individual decision makers.

We often provide the “fuel and fodder” for these interactions via the executive insight that we provide in our executive profile database. For example, we recently delivered in-depth dossiers on 150 C-level executives to a customer who is hosting all of these people at an executive summit. Our client is spending hundreds of thousands of dollars on their event and wants to make sure their executives are well-briefed on who is in the room and what they care about.

We’ll be writing a lot more about ABM—and the role that executive engagement plays in it—in the coming weeks  so stay tuned.

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Sharon Gillenwater
Written by Sharon Gillenwater
Sharon Gillenwater is the founder and editor-in-chief of Boardroom Insiders, which maintains an extensive database of the most in-depth executive profiles on the market, from Fortune 500 companies to independent non-profits, to help sales and marketing professionals build deeper relationships and close more deals with clients. Gillenwater is a long-time marketing consultant with expertise in marketing strategy, account-based marketing, and CXO engagement programs.
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