What do enterprise B2B marketers really mean when they say they're "doing ABM"?
We surveyed 393 senior marketing leaders in US-based, B2B technology companies and found that in some areas what marketers think they’re doing and what they’re actually doing is quite different.
In this Coffee Break, Iron Horse CEO Uzair Dada explored three key areas of disconnect with ABM expert Jon Miller.
The accounts part of account based marketing. ABM is about accounts, not leads. But 75% of respondents that identify ABM as a significant part of their organization's growth objectives review MQLs daily or weekly, while only 49% review MQAs that frequently.
The extent of alignment with sales. Alignment with sales is a central piece of ABM, but it turns out that many marketing and sales teams don’t align on the goals of ABM programs or the specific ways they’ll measure those goals.
The unified customer experience. 99% of marketers use marketing-based email campaigns for account based marketing—BUT only 30% are aligning marketing emails with other marketing tactics for a consistent customer experience.
Watch now to hear these two ABM leaders demystify enterprise ABM and share what it really takes to win!
Jon is a marketing entrepreneur and thought leader. He is currently the Chief Marketing Officer at Demandbase, the leading account-based marketing platform. Previously, Jon was the CEO and founder of Engagio (acquired by Demandbase) and was co-founder at Marketo (Nasdaq:MKTO), a leader in marketing automation.
Jon is a frequent speaker at conferences including Dreamforce, MarketingProfs B2B, Marketing Operations Executive Summit, OMS, and the Marketing Nation Summit. He is also the author of numerous e-books including Complete and Clear Guide to Account Based Marketing and the Definitive Guide to Marketing Automation.
Uzair built Iron Horse from a startup to an award-winning growth marketing agency helping global brands build scalable integrated marketing programs. Uzair is regularly featured in Wired.com, CNET, Demand Gen Report, DM News, eMarketer, MediaPost, Native Mobile and Retail Integration, and has spoken at TechWeek, Marketo Summit and other key industry events.