ACCOUNT-BASED MARKETING STRATEGY - Ascend2

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ACCOUNT-BASEDMARKETINGSTRATEGYSurvey Summary ReportResearch Series Conducted in Partnership withLeading Marketing Technology Companies andDigital Marketing Agencies

TABLE OF CONTENTS3. Account-Based Marketing Strategy4. Top Priorities for ABM5. Success Achieving Priorities6. Challenging Barriers to Success7. Primary Target Segments8. Priorities Versus Barriers9. ABM Engagement Effectiveness10. How Effectiveness is Changing11. ABM Engagement Difficulty12. Resources Used13. Effectiveness Versus DifficultyMethodologyAscend2 benchmarks theperformance of marketingstrategies, tactics and thetechnology that drivesthem using astandardized onlinequestionnaire and aproprietary 3-MinuteSurvey format.This survey was fielded toa panel of marketinginfluencers and researchsubscribers during theweek of January 1, 2018.14. About Ascend2 Research-Based Marketing15. Ascend2 Research Partner Programs2

ACCOUNT-BASED MARKETING STRATEGYHalf of marketing influencers consider aligning their initiativeswith sales teams a top priority for an ABM strategy in 2018.But what priorities should your ABM strategy include?To help you answer this question, Ascend2 and our ResearchPartners fielded the Account-Based Marketing Strategy Survey.We thank the marketing influencers responding to this surveyfor sharing their valuable insights with us, and you.This Survey Summary Report, titled Account-Based MarketingStrategy, represents the average of all the market segmentsresponding to the survey. Specific market segments from thesurvey are reported on separately and exclusively by ourparticipating Research Partners.This research has been produced for your use. Put it to work inyour own marketing strategy. Clip the charts and write aboutthem in your blog or post them on social media. Please sharethis research credited as published.Survey RespondentsN 253Number of EmployeesMore than 50050 to 500Fewer than 5035%38%27%Role in the CompanyOwner / Partner / CXO 33%VP / Director / Manager 54%Non-Mgmt Professional 13%Primary Marketing ChannelBusiness-to-Business53%Business-to-Consumer 28%B2B and B2C Equally19%Enjoy!3

TOP PRIORITIES FOR ABMWhile aligning sales and marketing initiatives is a top priority for half (50%) of marketinginfluencers, they also want credit where credit is due. For this reason, 41% consider attributingmarketing efforts to revenue another top priority for ABM.Account-Based Marketing Strategy Surveyby Ascend2 and our Research Partners, January 20184

SUCCESS ACHIEVING PRIORITIESA total of 95% of marketing influencers say an account-based marketing strategy is successful atachieving the top priorities, with 40% describing their ABM strategy success as best-in-class.Account-Based Marketing Strategy Surveyby Ascend2 and our Research Partners, January 20185

CHALLENGING BARRIERS TO SUCCESS39% of marketing influencers say attributing marketing efforts to revenue is a challenging barrierto the success of an ABM strategy. Analytics that track and attribute marketing efforts to salesrevenue is a feature required of many marketing technology systems today.Account-Based Marketing Strategy Surveyby Ascend2 and our Research Partners, January 20186

PRIMARY TARGET SEGMENTSMarketing influencers say a successful account-based marketing strategy targets customers andprospects nearly equally (49% and 46% respectively). Channel partners are a primary ABM targetsegment for only 5% of marketing influencers.Account-Based Marketing Strategy Surveyby Ascend2 and our Research Partners, January 20187

PRIORITIES VERSUS BARRIERSAnalyzing the importance of top priorities in comparison to challenging barriers to overcomeprovides a unique perspective for developing a balanced and successful ABM strategy.Account-Based Marketing Strategy Surveyby Ascend2 and our Research Partners, January 20188

ABM ENGAGEMENT EFFECTIVENESSPersonalized content delivered to the right targets at the right time through segmented email arethe most effective digital channels used for engaging ABM accounts. Social media has becomeanother effective channel for nearly half (45%) of marketing influencers.Account-Based Marketing Strategy Surveyby Ascend2 and our Research Partners, January 20189

HOW EFFECTIVENESS IS CHANGINGFor 93% of marketing influencers, the effectiveness of digital channels used for ABM accountengagement is changing for the better, with about one-third (34%) describing the increase ineffectiveness as significant.Account-Based Marketing Strategy Surveyby Ascend2 and our Research Partners, January 201810

ABM ENGAGEMENT DIFFICULTYCreating personalized content is not only the most effective digital channel used, it is also themost difficult to execute for 39% of marketing influencers. Tied closely for second place with 37%is the execution of the search engine and social media channels for engaging ABM accounts.Account-Based Marketing Strategy Surveyby Ascend2 and our Research Partners, January 201811

RESOURCES USEDA lack of in-house skills and capabilities is often the reason marketing influencers outsource all orpart of the execution of digital channels for engaging ABM accounts. A collaboration betweenoutsourced and in-house resources to execute channels for ABM engagement is used by 60%.Account-Based Marketing Strategy Surveyby Ascend2 and our Research Partners, January 201812

EFFECTIVENESS VERSUS DIFFICULTYChannels that are much more effective than they are difficult to perform (segmented email forexample), are more likely to be included in an effective ABM strategy and less likely to requireoutsourcing to a specialist.Account-Based Marketing Strategy Surveyby Ascend2 and our Research Partners, January 201813

Marketing technology companies and digital marketingagencies partner with Ascend2 to supplement their marketingcontent, generate leads and engage prospects to drive demandthrough the middle of the funnel. Learn more about theresearch-based marketing innovations from Ascend2.com.Below are just a few of the leading marketing solution providersthat partner with us on research-based marketing programs.As a marketingtechnology company ordigital marketing agency,your prospectivecustomers are marketinginfluencers with aninterest in the facts aboutimproving marketingperformance.Research-BasedMarketing is a process wedeveloped to generateleads using factualcontent of interest to yourtarget customers, andnurture those leads to themiddle of the funnel in thename of your brand.14

Research Partner ProgramsResearch Partner Programs rapidly deliver content of interestto marketers, and a guaranteed number of leads and prospectsto marketing solution providers, in these two simple steps:1. Choose marketing topics of interest to your audience. A new marketing topic is surveyed every month2. Choose an exclusive data segment for each topic. Successful Strategy Benchmarks Leadership Benchmarks B2B Benchmarks B2C Benchmarks Enterprise Benchmarks SMB Benchmarks Agency Benchmarks And more!Learn more about Ascend2 Research-Based Marketing bycalling 800-762-1595 extension 703 or visit Ascend2.com.This Survey SummaryReport is part of amonthly research seriesconducted in partnershipwith marketing solutionproviders.You may adapt, copy,distribute and transmitthis work. However, youmust attribute the workas produced by Ascend2and its Research Partnersbut not in any way thatsuggests that theyendorse you or your useof the work.When you share thiscontent, please provide alink back tohttp://ascend2.com15

A total of 95% of marketing influencers say an account-based marketing strategy is successful at achieving the top priorities, with 40% describing their ABM strategy success as best-in-class. Account-Based Marketing Strategy Survey by Ascend2 and our Research Partners, January 2018 5

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