Last week we posted a blog discussing the reasons why so many B2B marketers struggle with their account-based marketing (ABM) strategies. While marketers face several important obstacles to ABM success, it’s clear that the most daunting challenge is executing on the data – i.e., identifying, engaging and obtaining info from decision-makers at specified accounts.
Matt Senatore, research director at SiriusDecisions explains the need well:
“For ABM practitioners, being able to go beyond the account to the contact level is critically important to drive deeper relevance and specificity. For those companies focused on lead generation within target accounts, technology that can help automate this is an important component that enables their ABM programs to scale more efficiently.”