New RollWorks Survey Validates Marketer Burn Out and Reveals Confusion about ABM May Hinder Adoption
RollWorks, a division of NextRoll, today announced the results of a brand new survey on topics including COVID-19’s lingering effects on B2B marketers and sales professionals, as well as the state of Account-Based Marketing (ABM). The survey reveals that half of respondents have experienced pandemic-driven burnout and are feeling challenged to generate captivating campaigns. Meanwhile, B2B marketers are increasingly looking to ABM to drive efficiencies in generating pipeline. And yet, more than 60% of those polled said that extreme inconsistency in an industry-wide definition of ABM has either slowed the procurement of their ABM solution, prevented them from adopting an ABM solution, or stopped them from considering ABM altogether.
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