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Published: October 17, 2017
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Lead generation has long been the main business-to-business (B2B) digital marketing strategy. Only recently has it been complemented by account-based marketing (ABM), in which B2Bs turn their attention to high-value accounts and try to reach stakeholders in a personalized manner, in hopes of generating more revenue.
"US B2B marketing executives measure the effectiveness of ABM via metrics related to accounts, pipeline and overall engagement rather than individual leads, per April 2017 Demand Gen Report (DGR) and BrightFunnel data."
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Metrics Used by US B2B Marketing Executives to Measure Effectiveness of Account-Based Marketing, April 2017 (% of respondents)
Primary Type of Sales Cycle Encountered by Their Company According to Marketing Professionals Worldwide, Feb 2017 (% of respondents)
Account KPIs and Goals
Primary Goal for Using Account-Based Marketing According to B2B Marketers in North America, 2016 & 2017 (% of respondents)
Important Objectives vs. Challenges of Account-Based Marketing According to Marketing Professionals Worldwide, Feb 2017 (% of respondents)
Tools Used by B2B Marketers in North America to Engage Target Accounts with Account-Based Marketing, April 2017 (% of respondents)
Marketing and Sales Alignment
Alignment of Their Company's Marketing and Sales Teams According to B2B* Marketers in North America**, July 2017 (% of respondents)
Biggest Challenges in Aligning Sales and Marketing According to US B2B Sales Leaders, Q1 2017 (% of respondents)
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