Account-based marketing (ABM) continues to gain popularity among business-to-business (B2B) organizations looking to deepen Special leads engagement with specific accounts. In its 2016 State of ABM study, found that 92% of companies recognize ABM as a valuable solution to B2B marketing challenges. However, for some of these B2B organizations, their Special leads efforts are falling short. It’s no coincidence many of these same organizations struggle to get a grasp on their data.
In fact, found 60% of marketers consider the overall health of their Special leads data unreliable. What does data have to do with ABM success? In one word: everything. B2B organizations have access to massive amounts of data from their internal marketing and sales activities, prospect and customer behaviors, and customer service information. Many also purchase data from Special leads external sources to augment existing data sets. But Special leads not all data is equal, and more often than not, a company’s data is dirty and incomplete.
In Avention’s recent survey of B2B sales and marketing practitioners, we Special leads found just 31% of respondents feel that their organizations have the right data for sales and just 24% feel that they have the right data for marketing. Data is the basis of successful account-based Special leads marketing, so before you implement your ABM strategy, take a good look at your data. Here are three key elements of a successful ABM strategy that illustrate the need for clean, accurate data: