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What are the biggest challenges of account based marketing?

Author's avatar By Robert Jones 03 Aug, 2017
Essential Essential topic

Chart of the day: length of time for results is the biggest challenge for account-based marketing, according to those in the field

Research by #flipmyfunnel amongst account-based marketers has found that length of time for results to show is the biggest challenge. Getting started and content marketing related to ABM are also big challenges.

The study also found that:

8 in 10 (80%) engage one on one via email outreach to engage with clients and prospects, with just over 7 in 10 (71%) using the phone.

Almost 6 in 10 (57%) say their marketing and sales teams are fully aligned.

45% say that revenue generation is the main goal of their account-based marketing approach.

More than 8 in 10 (83%) plan to expand their marketing stack for account-based marketing purposes in the next year.

Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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