The Account Based Marketing Consortium is live! Wow, we had approximately 800 registrants for our live webinar this morning and a great article in Direct Marketing News. Al Urbanski describes our inaugural primary research and really nails it… even those who have deployed ABM programs still have a LOT of upside.
“At the forefront is a small group of elite practitioners (18%) who attribute revenue increases as high as 25% to ABM. At the bottom of the learning curve are 32% who say the practice has either had a negative impact on their top lines or that they are uncertain. In the middle are the remaining 50% who said they think ABM is having a favorable effect, but they haven’t been able to measure it.”
In the coming days we will share many elements of the primary research that backs up this great article. The bottom line is that ABM is not a “check box” or a quick fix. ABM is an incredibly valuable addition to B2B marketing but it requires strategy, alignment with sales, and great content. And more.