Professional Documents
Culture Documents
com
10-12 minutes
.st0{fill:none;stroke:#00B1A8;stroke-width:1.5;stroke-miterlimit:10;}
In fact, over 90% of those surveyed agreed that greater use of prospect
and customer data and analytics is changing how they approach
advertising and marketing. But many still have their work cut out for
them.
Once data silos start to go away, you’ll have an easier time gaining a
clearer picture of the account journey. In B2B, that means gaining
insights that will allow you to differentiate your customer experience in
meaningful ways.
Asked about the hurdles keeping them from embracing ABM, B2B
marketers pointed to an unclear ABM strategy (35%), a lack of time and
resources (31%), and a lack of understanding about ABM in general
(29%).
“ABM strategies and the need for good data are joined at the hip,”
explains Vikram. “You cannot run an effective ABM program without
first having identified the target account set and then being confident
in your ability to reach them in the right manner. This starts and ends
with good data.”
.st0{fill:none;stroke:#00B1A8;stroke-width:1.5;stroke-miterlimit:10;}