Published: 17 July 2023
Technology providers are being challenged to measure the success of ABM strategies. To optimize performance, tech CMOs must understand key factors shaping ABM programs, such as the need for multichannel attribution, a budget that includes ABM technologies and the impact of website personalization.
Of the respondents to the 2023 Gartner Tech Marketing Benchmarks Survey with $100 million or more in annual revenue and knowledge of account-based marketing (ABM), 45% cited “measuring overall ABM success” as one of their top three ABM program challenges. Forty-four percent chose “lack of resources (people).”
Despite overall budget reductions, 63% of technology marketers with $100 million or more in annual revenue have a dedicated budget for ABM technology, which is one of the top five technologies that sit within the marketing budget.
Fifty-five percent of technology marketers with knowledge of ABM and $100 million or more in annual
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