The 2018 ABM Benchmark Study reveal insight about the current state of the Account Based Marketing.
Key takeaways include 45% of the respondents to the survey are seeing Account Based Marketing deliver higher ROI than traditional marketing and that only 17% of ABM programs have more than 3 years of experience. Hence, while the hype is backed up by real business results in the form of ROI, we’re are still in the nascent stages of Account Based Marketing as evidenced from the survey.
Also, according to the respondents to the ABM survey, ABM challenges responded personalising and tailoring marketing to the key contacts at each account. 30% of the respondents also cited developing campaign assets that are mass customizable as a top challenge.
Adopting an outsourcing team in place would ensure customisation at scale and helps you achieve personalisation and tailoring of marketing to the key contacts at each account. Here’s why if you’re planning for Account Based Marketing in 2019, you should ensure that you have a research team in place:
Research helps alleviate the biggest challenge facing Account Based Marketers
Account Based Marketing can be as challenging as it can be rewarding. Account Based Marketing census in 2018 identified ‘securing the data and insight’ as the biggest challenge facing ABM marketers. Research helps alleviate the biggest challenge facing ABM marketers through helping you find the right data and insight. Research also fuels the understanding of critical insights as well as satisfies the essentials to Account Based Marketing Insight.
Customisation at scale is achieved through a structured research program in place
The 2018 ABM Benchmark Study reveals that marketers are investing in all 3 types of ABM to provide ‘depth and breadth of account coverage’. Industry specific account insights, fueled by a structured research process in place would surely help you achieve success in your One-to-One ABM, One-to-Few ABM and One-to-many ABM programs. Since a structured research program in place would enable One-to-One ABM Programs like Executive-to-executive relationship programs as well as account-specific thought leadership programs, structured research helps you achieve customisation at scale.
A research team in place would support your existing Account Based Marketing programs
An industry specific insight program in place that supports your existing Account Based Marketing programs with account and industry specific insights would be invaluable for any organization adopting Account Based Marketing. This is because industry specific insight helps you create compelling and highly personalised marketing collateral such as a thought leadership program, whitepaper or blog.
Conclusion
Having a structured research program in place backed up a research team in place alleviates the biggest problem that you will encounter if you are running an Account Based Marketing program. This is the data and insight problems that most organisation’s face, all alleviated by a research program in place Customisation at scale can also be achieved through having a remote research team in place. As well as customisation at scale, a research team would support your existing Account Based Marketing programs.