2017 ABM Benchmark Survey Report
• 3
The survey also showed a significant boost of adoption of ABM, compared to
results from the inaugural survey in 2016, which showed that less than half (47%)
of respondents had an ABM strategy in place, 33% planned to implement it within
18 months and 20% had no plans to implement ABM at all.
The following report will present a deeper dive into the full survey results, including:
• The processes and tools companies are using to build and optimize their
account lists, with 34% planning to work with a predictive analytics provider
to build a list of likely buyers;
• The technologies B2B marketers are prioritizing to support their ABM strategy,
with web personalization (42%) and account-based advertising tools (41%)
topping the list of planned deployments;
• The type of content offers/experiences B2B brands are offering as part of
their ABM initiatives, with targeted executive events (54%) and interactive
content tailored by industry/role (46%) topping the list;
• How brands are integrating traditional demand generation efforts with an
ABM processes, and
• The top challenges marketers are encountering as they look to expand their
ABM strategies, with sales and marketing alignment (45%), ROI/attribution
and lack of internal resources (both 36%) ranking as the biggest hurdles.
The survey also
showed a significant
boost of adoption of
ABM, compared to
results from the
2016 survey.
