Guest post by Krysta Williams.
Since its emergence, account-based marketing (ABM) has become the go-to strategy among B2B marketers- and for good reason. ABM produces more qualified leads, which in turn improves internal alignment and increases revenue, making this approach a no-brainer.
Although new tools and technologies have made ABM easier than ever, there is one major obstacle that prevents many companies from achieving ABM success—bad data. In fact, according to SiriusDecisions, 60% of companies have unreliable data–meaning only four out of ten companies can execute an effective ABM campaign.
Without consistent, complete, and correct contact data, your marketing team won’t reap the full benefits of your ABM initiatives. Not convinced? Here are three ways accurate data can improve your ABM strategy: