Attribution, advertising, and other forms of engagement with ABM account for almost 90% of B2B marketers' priorities.
RollWorks, a division of NextRoll, an account-based marketing platform, today announced the results of a six-month survey designed to gauge the priorities and concerns of B2B marketers. Marketers are increasingly relying on ABM to improve ROI and meet pipeline and revenue targets, according to new research.
“Marketers agree that ABM is an efficient and effective marketing strategy that gets the right customers at the right time through multiple marketing channels. Success in the market does not depend on the fact that some agree with the definition, but on the apparent value of ABM in helping to create a highly effective sales strategy that drives growth,” says Darra Fitzpatrick, COO of Roll Works.
ABM's critical role in key initiatives and challenges
He noted that B2B marketers rely on ABM to support important initiatives. Survey respondents said they rely on ABM to improve ROI and meet pipeline and revenue targets (72%), support faster sales cycles (53%), accelerate growth, and bridge the communication gap between marketing and sales. (48% each).
But nearly half of respondents said they deliver personalized and relevant ads to the right people on the sites they spend time on (44%), target the right sites on the sites they spend time on (43%), and develop ABM . (42%) were the main problems in implementing their missile defense strategy.
Hyper focuses on understanding the purpose of brands in the market.
Many B2B organizations understand that ABM means efficiency and accuracy can coexist. According to survey participants, the top two priorities are marketplace accounts, such as their willingness or awareness to purchase the solution even if they haven't heard of the solution (48%), and advertising and other forms of participation in ABM (40%). ).
Duplication of digital technologies and webinars
In the last six months of the survey, respondents have invested in digital advertising and webinars, with nearly 80% of respondents doubling their digital advertising investment and 43% investing in webinars . Interestingly, only 18% (25% less than webinars) said they invest in virtual events.
Respondents have been using HubSpot increasingly over the past six months, with two-thirds naming HubSpot as their primary CRM. RollWorks' integration with HubSpot provides marketers with an easy-to-use, end-to-end solution that allows teams of any size to identify the most relevant and effective accounts and target them effectively to buyers. , and measure the effect. The combination, which has given most go-to-market teams consolidated visibility at the accounting level, is a prime example of how ABM and CRM can work together to deliver deep insights to sales teams of any size.
The survey, conducted from March to September 2022, surveyed about 200 B2B marketing and sales professionals.
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RollWorks, a division of NextRoll, provides growing B2B companies with an account-based platform to connect their marketing and sales departments and grow sales with confidence. RollWorks' proprietary data and machine learning solutions meet the needs of organizations large and small, from those with a world-class ABM program to those just starting out. By enabling teams to identify their target customers and best buyers, reach those customers across multiple channels, and measure program performance in their accounting system, RollWorks is an essential platform for marketers. And salespeople who think the math approach is good business. To learn more, visit www.rollworks.com.