Most B2B firms do not have individuals or teams dedicated exclusively to account based marketing ( ABM), according to recent research from The Marketing Practice.
The report was based on data from a survey of B2B executives from around the world.
Some 22% of respondents say their firm has marketers dedicated exclusively to ABM, 17% say they have a dedicated ABM team paired with local marketers, 59% say marketers at their firm balance ABM with other responsibilities, and 2% say they have an ABM team made up of both marketers and salespeople.
Account-based marketing teams survey results" />
Among respondents who say marketers at their firm balance ABM with other activities, only 36% feel this setup supports their team’s success, compared with 73% of those whose firms have marketers dedicated to ABM.
Overall, just under half (49%) of respondents say their team's setup supports ABM success.
Some 65% of respondents say their marketing team sets ABM objectives in partnership with Sales, and that the approach impacts success.
About the research: The report was based on data from a survey of B2B executives from around the world.
