ABM_TrendsReport

B2B marketers will use
data and analytics to
optimize account lists
and segment them
We’ve touched on how the business
buyer’s journey is becoming
increasingly digital, but salespeople
are still a critical part of selling complex
enterprise solutions. Perhaps this is
why organizations with tightly aligned
sales and marketing teams report
achieving revenue goals faster.
According to Sirius Decisions,
B2B organizations with tightly
aligned sales and marketing
operations achieved 24 percent
faster growth and 27 percent
faster profit growth over
a three-year period.
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Clearly, aligning efforts against a
single account list ensures that both
functions are working in concert to
create opportunities and advance target
accounts through the purchase funnel.
Most B2B marketers are aware that
internal alignment is a key benefit of
ABM; what is talked about less is that
this trend is driving Marketing to take a
more prominent role in defining target
account lists and driving go-to-market
strategy. In some cases, marketers
will simply request an account list from
Sales to use as a baseline for their
ABM strategy. However, as lead quality
and ROI increase with ABM efforts,
Data Driven B2B Marketing | 11