In the B2B world, there is more to account based marketing (ABM) than just focusing on the right accounts to target. The Drum, in partnership with Gyro, is launching a research survey on ABM in the UK and the US to explore how ABM has evolved since it early days.
According to Adryanna Sutherland, Gyro U.S. chief operating officer, ABM is about providing information to buyers and influencers to help them make informed purchase decisions, and therefore, mitigate risk.
The survey will look at how B2B brands and agencies are approaching the ABM strategies and the challenges that go with it. The findings from the survey will form the basis of the ABM report to be unveiled in September.
The survey will also look into how enterprises approach segmentation for personalized experiences, and how best to make an ABM experience personal and relevant. And whether there is an appetite to experiment with ABM strategies, and how sophisticated these initiatives are?
This follows a roundtable that The Drum hosted, in association with Gyro, in New York last month which discussed both the promise and the limitations of account based marketing.
Find out more about the ABM strategies and fill in the survey here.
All survey respondents will receive a free copy of the resulting report, which will include the findings of how your peers are using account based marketing in their overall marketing strategy.