FF News Logo
Sunday, October 12, 2025
FF Awards Leaderboard Banner

Breaking News

EXCLUSIVE: “Passion Project” – Brice van de Walle, Mastercard in ‘The Fintech Magazine’ FreedomPay Drives Global Merchant Innovation FIS Brings AI-Powered Advancements to Seamless, Personalized Digital Banking Experiences Citi Ventures Invests in BVNK to Power the Next Generation of Financial Infrastructure Nearly Two-Thirds of Global Retailers Say Payment Method Flexibility Drives Revenue Growth, ACI Worldwide Survey Finds Ipswich Town Selects IFX Payments as an Elite Partner Baghdadi Capital Group Selects nCino to Power Global Growth and Expansion Strategy Zilch Unveils Intelligent Commerce & Zilch Pay to Power Next Phase of Rapid Growth Splitit Launches Partner Program to Power Installments for Agentic Commerce Keyrails Chooses Flagright to Power Real‑Time Transaction Monitoring and AML Screening Socotra Launches Agentic AI for Insurance Product Configuration iBanFirst Launches iBanPay, Its New AI Assistant to the UK NatWest Strengthens Support for UK Innovation Economy With Key Strategic Hires Moto and NCR Atleos Extend Collaboration, Expanding Self-Service Cash Access U.S. Bank Selected to Provide Custody Services for Reserves Backing Payment Stablecoins From Anchorage Digital Bank

October 24 2018

IMPORTANCE OF ABM GROWS AMONG B2B MARKETERS, BUT HURDLES REMAIN

Share this post:

Share on LinkedIn Share on WhatsApp

A report released today from Dun & Bradstreet has shone a light on the increasing prevalence of Account-Based Marketing (ABM) among B2B businesses, and the importance of technologies and data in their marketing and advertising stack.

The global 2019 Data-Driven Marketing and Advertising Outlook report of B2B marketers and their agencies shows that 71% consider ABM important to their organisation’s marketing efforts; 4 in 10 companies believe ABM to be at least “very important”. Currently, 37% of B2B marketers are already doing ABM in their company with a further 22% planning to next year.

Yet marketers identified clear barriers to succeeding with ABM. The biggest challenge is an unclear ABM strategy (35%), followed by a lack of time/resources (31%) and a lack of understanding about ABM (29%).

“As more B2B organisations turn to ABM to better address complex customer journeys and processes, they need a data strategy that reflects this shift,” commented Anudit Vikram, SVP of Audience Solutions for Dun & Bradstreet. “Having a solid data foundation connected across sales and marketing and a complete 360 degree view of the customer is imperative to executing ABM effectively and maximising its potential.”

The survey also identified advertising and marketing tactics B2B marketers use to drive targeting, insights and personalisation; the top tactic marketers are currently using is creating actionable data-driven insights (56%). Looking further into the future, marketers are looking to implement predictive analytics over any other technology in the next 12-24 months (49%).

Like with ABM, there are clearly obstacles to overcome in succeeding with data-driven marketing. The biggest obstacles for marketers were siloed/inaccessible customer data (32%) and integration of marketing and sales platforms (32%). Marketers then cited incomplete customer data (30%) and lack of data expertise (30%) as the next biggest challenges.

  1. EXCLUSIVE: “Passion Project” – Brice van de Walle, Mastercard in ‘The Fintech Magazine’

    The Fintech Magazine

     Read more
  2. FreedomPay Drives Global Merchant Innovation

    Event Videos

     Read more
  3. FIS Brings AI-Powered Advancements to Seamless, Personalized Digital Banking Experiences

    Fintech

     Read more
  4. Citi Ventures Invests in BVNK to Power the Next Generation of Financial Infrastructure

    Funding

     Read more
  5. Nearly Two-Thirds of Global Retailers Say Payment Method Flexibility Drives Revenue Growth, ACI Worldwide Survey Finds

    News

     Read more
ITC Vegas