Marketers Rely On Account-Based Marketing 

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Intent, advertising, and other forms of Account Based Marketing (ABM)engagement comprise nearly 90 per cent of priorities for B2B marketers

Account-based marketing platform RollWorks, a division of NextRoll, announced the results of a six-month survey designed to gauge ongoing B2B marketer priorities and challenges. The new study reveals marketers rely on  Account Based Marketing (ABM) to increase ROI and achieve pipeline and revenue goals.

“Marketers accept that ABM is an efficient, effective marketing strategy that focuses on engaging the right accounts at the right time through various marketing channels. The success of the market isn’t determined by the few who agree on one definition, but rather a focus on ABM’s very clear value of helping to create the most efficient sales strategy that drives growth at scale,” said Darragh Fitzpatrick, CRO of RollWorks.

The new study reveals marketers rely on ABM to increase ROI and achieve pipeline and revenue goals.

B2B marketers indicated a growing dependency on ABM to help support critical initiatives. Survey respondents said they are turning to ABM to help increase ROI and achieve pipeline and revenue goals (72 per cent). Several respondents said that they support faster sales cycles (53 per cent), faster growth, and bridging the communications gap between marketing and sales (48per cent respectively).

Providing customised and relevant ad experiences to the people visiting sites (44 per cent), reaching the right targets on the sites they spend time on (43 per cent), and scaling ABM programs (42 per cent) were the top challenges while implementing their ABM strategy.

Hyper Focus on understanding intent from In-Market Accounts

Many B2B organisations realise that ABM means efficiency and precision can coexist. Survey respondents indicated that their top two priorities are intent or understanding of what accounts are in-market to buy a solution like theirs, even if they haven’t heard of the solution (48 per cent), and ads and other forms of ABM engagement (40 per cent).

Doubling Down on Digital and Webinars

Throughout the past six months of the survey, respondents have said that they are increasingly investing in digital advertising and webinars, with nearly 80 per cent doubling down on digital advertising and 43 per cent investing in webinars. Interestingly, only 18 per cent (25 per cent fewer than webinars) said they are investing in virtual events.

Respondents have increasingly adopted HubSpot over the past six months, with two-thirds of respondents indicating HubSpot is their primary CRM. RollWorks’ integration with HubSpot provides marketers with solutions to drive their account-based strategies by enabling teams of all sizes to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact. The integration, which has given the majority of go-to-market teams consolidated account-level visibility, is a powerful illustration of ABM and CRM working together to deliver deep insights for revenue teams of all sizes.

The survey, conducted from March through September 2022, consulted approximately 200 B2B marketing and sales professionals.