B2B marketers increasing ABM budget

B2B marketers are now dedicating, on average, 29% of their marketing budget to ABM – up from 21% last year – according to research by Engagio and Salesforce Pardot.

From the 500 business leaders surveyed, half said they planned to invest more in ABM content, while 47% wanted to invest further in sales and marketing alignment, and another 46% in target account selection.

The research also looked to uncover what successful ABM organisations were doing to achieve good ROI.

Most (72%) said they had good sales and marketing alignment, and the majority (62%) also said they were sophisticated in their ads, content and web personalisation.

Half cited that they had well-developed measurements of ABM, while nearly two-thirds (58%) believed they were sophisticated with ABM plays.

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