"Decision-makers are drowning in noise, overwhelmed by a daily stream of irrelevant pitches, generic content and templated outreach. In this type of environment, companies that want to earn attention must deliver something radically different than the traditional "spray and pray" marketing approach. They must beprecise in their marketing efforts. And no strategy embodies that shift more powerfully than account-based marketing (ABM)."
"Once considered a "nice-to-have," ABM is now adopted by over 70% of marketers, according to a recent study we conducted, which was based on surveying 771 marketers from diverse industries, roles and organization sizes. There's been a surge in use, which can be attributed to changes in buyer behavior. While traditional, broad-reach tactics often spread budgets thin and create little differentiation, ABM focuses time and investment on accounts with the greatest likelihood of converting."
Account-based marketing (ABM) has shifted from optional to essential for B2B growth, enabling precise allocation of resources to high-value accounts. Decision-makers face overwhelming noise from irrelevant pitches and generic outreach, making personalized, account-focused engagement necessary to earn attention. ABM adoption exceeds 70% among marketers, supported by a survey of 771 marketers across industries and organization sizes. ABM concentrates time and investment on accounts with the greatest conversion likelihood rather than broad-reach tactics that spread budgets thin. ABM leverages predictive analytics, intent data, and real-time account insights to tailor campaigns, align sales and marketing, and deliver personalized engagement at scale.
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