ABM is big business for tech providers, who’ve cottoned on to the same thing our recent research has unearthed. We’ve found 63% of B2B marketers already see ABM as vital to their strategy, while 80% are planning to invest more time and energy to it in the near term.
So it’s no surprise there are tools to help with everything from personalisation to predictive analytics.
Building an ABM tech stack
An effective tech stack can ease you though the process of identifying, targeting and tracking accounts and prospects, developing content, or updating sales and marketing teams. With all this on offer, the challenge is knowing where to even start.
As you piece together this intricate and expensive jigsaw puzzle, you’ve also got to figure out whether it will function equally well across all teams. Does it meet your overarching strategy? Will it deliver your future marketing needs? These are all big questions we know you’re scratching your heads over.
Our research shows that just 16% of B2B marketers are confident they have a good understanding of the technology currently available for ABM. In fact, confusion about what’s out there and what it can do is the biggest hurdle marketers have to clear.
The top three challenges marketers face in relation to technology and ABM are:
- A lack of clarity over what’s available and what it can do
- Insufficient resources and internal skills to use it to its full potential
- Difficulty justifying the importance of new tech to key stakeholders.
Of course, technology is just an enabler, not the definitive answer. But as interest in ABM mounts so too will the number of vendors; plotting a clear path through that will be crucial. After all, no matter how much you invest in tech, its value is limited to your adoption of it.
