ABM survey results
Digital Kungfu has released the results of its Account Based Marketing (ABM) Survey. ABM directs marketing resources to target specific accounts througphpersonalisation and customised programs.
Findings reveals that:
- 51% of ICT companies are aware of the term “account-based marketing” (ABM)
- The addressable market for ABM is approximately 9 000 ICT companies in South Africa
- 47% or roughly 4 500 ICT companies have been actively using ABM for the past one-to-two years
- The number of companies using ABM has doubled over the past 12 months.
“The sales and marketing landscape is shifting,” says Matt Brown, Digital Kungfu CEO. “Brands need to capture the attention of their audiences in incredibly cluttered spaces. It’s getting tougher and tougher to get your message across. ABM solves this problem because it’s completely individualised and specific to the customer.
“Goals for ABM range from driving demand and lead generation (56%) to pipeline acceleration (46%),” he says. “Importantly, ABM analytics are measured in terms of revenue growth (60%) and client engagement and relationships (36%), both critical factors in overall business success metrics.”
Digital Kungfu — which is a storytelling production company that helps technology businesses market
their software products/services, generate leads and build their brands — is hosting an ABM event on Thursday, 27 June 2019, to unpack the results of the survey, as well as how technology businesses can use ABM to drive leads and increase sales. Tickets are available at Quicket: www.qkt.io/abmbreakfast