What comes across most clearly here, is that for many B2B organizations, account based marketing is still relatively new.
However, ABM adoption numbers are up significantly over 2016.
The 2016 benchmark found that less than half of the B2B marketing organizations they surveyed had an account based marketing strategy in place.
Since then, B2B marketers have increasingly flocked to ABM.
According to the survey, only 7% said they have a dedicated technology platform integrated into the tech stack.
The DGR report cites one respondent who complained of “several databases that aren’t synched” which causes them to waste time manually manipulating spreadsheets to segment and target.