TechTarget：2024AI时代下基于账户的营销 (ABM) 参与度现状及阻碍分析报告（英文版）（13页）.pdf

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1、Navigating ABM Engagement in the Age of AI2 Navigating ABM Engagement in the Age of AIIntroductionIn the last five years weve seen incredible investment among tech companies in account-based marketing(ABM).Particularly as tech markets have become more crowded and buyers more difficult to reach,ABM h

2、as offered a path forward to drive more revenue by focusing efforts on a set list of best-fit target accounts.Now as many ABM programs evolve from infancy to semi-maturity,many organizations have yet to realize the full potential(and goals)of ABM.This is not because ABM is an ineffective strategy,bu

3、t rather due to shifts in the buying ecosystem and a lack of tangible insights that align and enable all go-to-market(GTM)teams driving ABM outcomes.In this e-book,well take a closer look at the state of ABM today to understand whats holding ABM programs back.Then well discuss why tapping better buy

4、er insights is foundational to improving ABM performance,in particular to drive deeper buyer engagement and break into target accounts.3 Navigating ABM Engagement in the Age of AIThe state of ABM today ABM remains a top priority for B2B marketers and that continued investment suggests organizations

5、are seeing ROI from their ABM programs.In a study by Gartner,account engagement and conversion rates from MQL to sales accepted lead(SAL)pipeline generation were top areas where businesses see a lift from ABM.Yet when we look closer at the study to focus on the areas that are not experiencing a boos

6、t including average deal size,win rates and deal velocity it shows a more troubling story of ABM success(or lack thereof).Additionally,HubSpot reported that the average close rate for B2B deals is still under 30%and hasnt increased in the last couple of years.This points to a reality where ABM is pr