BOSTON, MA, October 27, 2022 (GLOBE NEWSWIRE) — foundry (a subsidiary of IDG, Inc.), a global leader in media, martech and data for the technology community, today announced how account-based marketing (ABM) works and its evolution and adoption compared to traditional marketing methods. The research also explores how intent data is used to drive his ABM program, and the successes and challenges marketers see with intent.

ABM is a strategy where marketing and sales teams work together to create a personalized buying experience for a set of mutually identified high-value accounts. It is becoming more popular than traditional marketing approaches. Foundry found that 96% of his marketers have his ABM strategy documented. Additionally, 94% rated his ABM as very or very important to their overall marketing goals, and 84% indicated that they felt their ABM efforts were very or very successful. I’m here.

Stacey Raap, Marketing and Research Manager at Foundry, said: “Additionally, given its key role within ABM, we thought it would be useful and relevant to examine the uses, successes, and challenges marketers are seeing with intent data.”

Here are the details of our findings:

Why Do Businesses Use Account-Based Marketing?

With a variety of business goals driving these ABM investments, organizations have many reasons to adopt ABM programs. According to the study, goals expected to drive future ABM investments include acquiring new accounts (69%), increasing close rates (63%), upselling and cross-selling to existing customers (61%), Includes pipeline acceleration (59%). %). To achieve these goals, marketers employ a variety of tactics within ABM, including content marketing (63%), paid digital advertising (61%), organic social media (57%), and SEO (46%). I am using it.

When it came to measuring the effectiveness of ABM programs, 60% focused on deal size and 59% focused on length of content engagement. Other success metrics include close rate (56%), pipeline impacted (51%), and pipeline velocity (46%).

A significant 87% of respondents said their investment in ABM had increased in the last 12 months, with the majority saying their budgets had increased by 26-50% (38%). This indicates that companies are taking his ABM more seriously and consider it worth investing in.

“Our research shows that most organizations have a documented account-based marketing strategy in place and have been running such programs for at least a year,” said Raap. “As a result, we have seen ABM become a mainstream marketing discipline and an alternative to traditional methods.”

Additionally, ABM’s focus on collaboration can help strengthen the dynamics between marketing and sales teams. According to a Foundry survey, 76% of marketers believe their company has a strong sales-marketing alignment, which is in line with last year’s survey.

Intent data is important for ABM campaigns

In this study, marketers intent data, which is information collected about the consumption of web content that provides insight into the interests of buyers. The study found that 91% of his marketers use intent data to identify the content they should offer within ABM campaigns. Additionally, 95% of marketers use multiple intent data sources, 41% use four or more of his, and 90% are increasing the number of data sources.

One of the main attractions of intent-based marketing is its measurability. This is because results can be directly tied to observed behavior. His 95% of marketers say they can track her ROI inherent in intent-based programs. Additionally, 93% say they use it across multiple channels, and 92% say they are confident in the effectiveness of their data sources.

Potential Challenges Facing ABM Marketers

Despite the many benefits, ABM still has some challenges. 81% of marketers said quantifying ABM program outcomes was one of his biggest challenges. Other obstacles cited in the study include prioritizing accounts (46%), obtaining C-level engagement (34%), engaging with target accounts (32%), and obtaining opt-in contacts (31%). %), and creating a target account list (30%). %).

Foundry believes that when using intent data in ABM campaigns, marketers efficiently transform data into insights (62%) and validate intent signals/insights (61%) I have found that I am struggling with Measuring the impact of intent data (55%), developing strategies (55%) and acting on intent signals/insights (23%) were among the top challenges in the survey. I also found out.

About the 2022 Foundry ABM and Intent Benchmark Study

Foundry’s 2022 ABM & Intent Benchmarking Study was conducted with 500 B2B technology marketers. Foundry conducted this study to understand how account-based marketing (ABM) works and its evolution and adoption compared to traditional marketing techniques. This year’s research also examines how intent data is used to drive ABM programs, and the successes and challenges marketers see with intent. All respondents have a marketing title (19% in his C-level, 24% in Vice President, 27% in Director and 28% in Manager). All respondents had marketing roles, with 60% based in North America and 20% based in the Europe/Middle East/Africa (EMEA) and Asia/Pacific (APAC) regions.

For more information on this year’s ABM & Intent Benchmarking study, download the white paper here.Others, please see here Learn more about Foundry Intent, Foundry’s new intent product, here.

About Foundry, an affiliate of IDG, Inc.

Since 1964, Foundry has played a key role in every major milestone, launch and development of modern technology. Today, Foundry continues to lead the technology space by combining media, marketing technology and proprietary data to help companies realize their vision. Our Triblio, Selling Simplified, KickFire and LeadSift technology platforms are an owned and operated ecosystem of global editorial brands, awards and events designed and integrated to drive marketing campaigns for technology companies. We use data from Dedicated to data generation and innovation, Foundry has 38 offices in markets around the world, making technology in demand for his marketers. Foundry is an International Data Group, Inc.IDGMore) is the world’s leading market intelligence and demand generation company focused on the technology industry.

For more information about Foundry, please visit

About Triblio, a Foundry Company

Triblio’s Account-Based Marketing (ABM) platform coordinates marketing and sales campaigns at every stage of the buying journey. Triblio combines account-based advertising, web personalization and merchandising capabilities into his one platform to coordinate campaigns across multiple channels. These campaign tools and analytics are powered by our proprietary AI-powered purchase intent engine that scores account interest during the purchase process. For more information on his Triblio foundry company, visit his website at:

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