Avention — now part of Dun & Bradstreet® — recently conducted a survey to learn more about the role data plays in implementing account-based marketing strategies. With responses from more than 100 B2B marketers, it became clear that one of the biggest roadblocks to starting an ABM program is access to data and the ability to leverage that data for increased insight and account selection. We've summarized our findings in a new report, which includes tips from B2B marketing leaders who have successfully executed their own ABM campaigns.
Source: Avention (now part of Dun & Bradstreet) ABM Study, March 2016
Account-Based Marketing: The Art of the Start — Leveraging a Strong Data Foundation to Fuel ABM Success
Key highlights include:
- The State of ABM - how companies currently view ABM
- Data Challenges With ABM - what is impeding starting a program, how companies view their ability to use data strategically
- Tips From the Experts - practical advice gleaned from interviews with B2B marketing leaders