Engagio：2018年目标客户营销（ABM）展望调查（英文版）(34页).pdf

1、ABM OUTLOOK SURVEY 2018 ABM OUTLOOK SURVEY 2018 An Overview of the State of Account Based Marketing Table of Contents 3 About the Study 4 ABM Strategy 13 The ABM Team 20 ABM Measurement 26 ABM Challenges 33 Key Takeaways and Opportunities About the Study In January 2018, Engagio conducted a comprehe

2、nsive survey of more than 1,260 companies to assess trends in B2B marketing. 37% of responses were from small companies (100 employees or less), 44% of responses were mid-market companies (between 250-2,500 employees), and 19% of responses were from enterprise companies (2,500 and up employees). Res

3、ults from that survey are used throughout this book; when percentages are used its against a fluctuating total number of respondents in that range. This is an inside look at the state of Account Based Marketing. More specifically, our research examined: l How companies are utilizing ABM as a strateg

4、y l How organizations are structuring their teams to support ABM l How ABM can be measured at different stages l The challenges most organizations are facing regarding ABM Along with showing the results, weve included our interpretation of the data to help you draw insights and apply them as you con

5、tinue down your ABM journey. The research underscores where companies are at with their ABM programs and the key challenges they are facing. Regardless of your company size or maturity, there is always a need to grow your business and drive efficiency. The data from this survey illustrates how ABM c

6、an help. 3 . Section 1: ABM Strategy At a glance: ABM Maturity ABM/Demand Gen Mix ABM Budget 5 ABM Strategy How would you describe your companys maturity with ABM? 7.22% 23.92% 44.95% 19.07% 4.85% Advanced No plans to get started Thinking about getting started Well underway Just started 23.9% of com