Joel Harrison, editor-in-chief of B2B Marketing
The survey of 300 marketers shows that 60% believe their team have only some of the capabilities to successfully deliver ABM, with only a quarter having all or many. This reflects urgent need to up-skill staff or meet the risk of poor ABM delivery – or worse still, declining market share.
“The main transition marketers need to make is centred around their attitude to sales, ensuring not just alignment but ongoing collaborative working. In the long run, the boundaries between the two will have to blur significantly," said Joel Harrison, editor-in-chief of B2B Marketing.
Speaking at the sell-out B2B Marketing’s ABM Conference: Account-Based Everything, where 400 marketers converged to discuss and learn about ABM, Joel explained the surging interest in the methodology.
“The impact of marketing automation is fading; now that everyone is doing low level automation at scale, it’s become the norm. Meanwhile, buyers' expectations are increasing and they’re more likely to do external research before buying. That means brands need to work harder to engage them.”
To download the full research report which underpinned this presentation, simply click here (attendees can emails us at b2bleaders@b2bmarketing.net for a free copy)