Lack of data is a roadblock to account-based marketing

The idea of account-based marketing (ABM), treating B2B customers as individual marketing targets, has been around for a while. Technology has made it more practical approach in recent years, but a new survey reveals there are still factors holding back its use. Business insights specialist Avention has carried out a survey of 100 B2B sales and marketing practitioners about their use of ABM techniques and strategies. While more than 90 percent of those surveyed believe ABM is relevant to their businesses, respondents say that their number one roadblock to starting an ABM program is lack of access to the right… [Continue Reading]