Two-thirds of B2B agency marketers say their firm is using an account-based marketing (ABM) approach, according to recent research from Demandbase.
The report was based on data from a survey of 400 senior professionals (VP or higher) who work for a digital, general marketing, or advertising agency.
Respondents were asked about how their firm and their B2B clients use account-based marketing (the targeting of sales and marketing efforts toward individuals/individual companies rather than broader groups).
Some 39% of agency marketers say they use ABM and have a team dedicated to it; 28% say they use ABM but do not have a dedicated team; and 34% say they do not use ABM.
Among those agencies that do not use ABM, 43% plan to start using the approach in the next one to three years, and 26% plan to start in more than three years; 31% have no plans to use ABM.
All of the marketers surveyed say their firm has at least one B2B client that uses ABM.
Some 29% of agency clients are using ABM, on average.
About the research: The report was based on data from a survey of 400 senior professionals (VP or higher) who work for a digital, general marketing, or advertising agency.
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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji
Twitter: @ayaznanji