What do B2B marketers and salespeople need from each other to execute successful account-based marketing ( ABM) strategies?

To find out, Iron Horse surveyed 400 B2B marketing and sales decision-makers.

Some 55% of marketers say salespeople should be involved in the content creation process in order to execute ABM successfully, and 50% of salespeople say marketers should create more personalized content/messaging.

Some 53% of marketers want salespeople to provide a feedback loop on what is working in order to execute ABM successfully, and 50% of salespeople want marketers to provide account insights based on account activity.

Some 58% of marketers say they need salespeople to regularly update the CRM with accurate data to execute ABM successfully, and 53% of salespeople say they want marketers to collaborate on detailed account planning.

About the research: The report was based on data from a survey of 400 B2B marketing and sales decision makers.