Establishing data for each account is essential from start to finish, which is where account-based marketing (ABM) is effective. In addition to helping you customize campaigns and create real conversations that resonate with your audience, ABM continues long after the sale is won through various measurements, such as customer journey-mapping and looking at intent data.
December 2020 findings from Google and Ipsos revealed that 69% of US B2B marketers have increased spending by 10% or more over the past year on digital media for account-based marketing (ABM) tactics. Digital media was the top investment area in this survey.
eMarketer was pleased to moderate a Tech-Talk Webinar featuring Jonathan Woodward, head of demand generation and account-based marketing (ABM) at Adobe Digital Experience Cloud, Americas. He discussed why A/B testing is such a powerful strategy for email marketers, and shared testing ideas you’ll want to tell your team about.
eMarketer principal analyst at Insider Intelligence Jillian Ryan discusses what she's paying attention to in 2021 and why: shifting B2B buyer preferences, what to consider when employees return to the office, and what's next for account-based marketing.