Ascend2, a research-based marketing provider, recently surveyed over 250 executives about their strategies in executing account-based marketing (ABM). 53% of the executives were in B2B, while 28% were in B2C and 19% were in both.
According to survey responses, email is seen as the second most effective channel in ABM and one that is easy to use. It is important, however, that email finds a place inside the larger alignment of sales and marketing.
49% of the executives surveyed said email is an effective channel and 30% rate it as difficult. The only other channel that was ranked higher than email was personalized content, with 52% saying it is effective and 39% rating it as difficult.
Other channels were rated accordingly:
- Mobile ads – Seen as effective by 21% and difficult by 36%
- Search engines – Seen as effective by 29% and difficult by 37%
- Social media – Seen as effective by 45% and difficult by 37%
- Targeted display ads – Seen as effective by 31% and difficult by 33%
What has proven to be the most effective channel for you when it comes to ABM? Email, personalized content, or something else? Let us know in the comment section below.