Stirista, a leader in data-driven performance marketing solutions, has published new research showing that 70% of B2B digital marketing leaders plan to invest in marketing technology based on data on account (ABM) by 2023. Stirista’s ABM survey of marketing executives from over 200 people in the United States. B2B companies also revealed the expected continued evolution of ABM technologies, the importance of identity data and building the right consumer profiles, and the need for an omnichannel platform. Streamline the advertising process.
“Stirista conducted this survey to dive deep into the current state of account-based marketing, and the findings reaffirmed that while the space is experiencing unprecedented growth, full adoption of advanced technology solutions is still lagging as platforms are often overly complex with a myriad of features that go un-utilized,”
“As we look ahead to 2023, B2B marketers seek modern, easy-to-use solutions that embrace the importance of identity data and fully optimize ABM best practices, including the ability to run advertising campaigns.”
Vincent Pietrafesa, Vice President B2B Products, AccessB2B Stirista.
ABM is growing rapidly in the field of B2B
More than half (63%) of the companies surveyed use ABM methods and practices, and nearly 50% plan to invest between $100,000 and $300,000 in solutions over the next year. Among ABM users, the majority considered themselves to have had a somewhat mature or very mature program (67%), with the third reason being limited experience with ABM. This signals greater growth potential as companies look to adopt new technologies to improve their ABM processes. The top channels used in B2B ABM are displayed/native advertising (75%), search (67%), social (67%) and email marketing (44%). CTV is also an emerging channel, used by more than a third of business ATMs and this number is expected to continue to increase in the coming years, especially as work from home remains stable and CTV is the main channel. proven to effectively reach this audience.
Identity data is an important part of ABM. strategy
According to more than 90% of companies surveyed, identifying the perfect consumer profile is the most important technology feature for their ABM program. Nearly 70% indicated that identity data (personal data tagged in a survey) was crucial when building a list of target accounts. Many of the solutions available for ABM today are intent-driven, but the survey reminds that B2B marketers are more concerned with personality/identity data to make sure they can send the right message to the pool. target customer profile. Email addresses (47% businesses, 44% customers) are the number one audience identifier for ABM marketers, followed by third-party cookies (36%) and mobile identifiers (33%) ). Other key elements of ABM technology for B2B marketers include advertising program measurement and execution (54%) and account engagement metrics (50%).
B2B marketers looking for a streamlined, multi-channel platform
The majority of companies planning to use ABM methods and practices (75%) did not choose a platform provider, often due to a lack of comprehensive omnichannel solutions available. Currently, less than 40% of companies use a single platform technology for ABM operations, with the majority (44%) using manual efforts or a mix of platforms. Additionally, 82% of companies surveyed believe that implementing an omnichannel campaign is somewhat or very important to the success of their ABM program, in addition to audience activation (48%) and execution and Measurements (44%) would be the most important factors in choosing an ABM program. solution/solution.