Is your ABM Martech stack optimized for maximum ROI? For many marketers, ABM is now the primary means of driving revenue. While ABM is heavily technology driven, many marketers really don’t know if their tech stack is helping or hindering ABM adoption and usage. With the State of the ABM Tech Stack report, Demandbase and Demand Metric explore the marketing technology stack challenges B2B firms face as they execute their ABM strategy.

1. ABM TECH
STACK
T H E S TAT E O F
Is yourABM Martech
stack optimized
formaximum ROI?
Looking to
optimize your
ABM martech
strategy?
For many
marketers,
ABM is now the
primary means of
driving revenue.
While ABM is heavily technology driven, many
marketers really don’t know if their tech stack is
helping or hindering ABM adoption and usage.
With the State of the ABM Tech Stack report,
Demandbase and Demand Metric explore the
marketing technology
stack challenges B2B
firms face as they execute
their ABM strategy.
Some of the key findings
from this study include:
Evaluate your
tech stack.
B2B marketers should
evaluate their stacks (using
our handy ABM Stack
Evaluator tool) to ensure
that all the ABM-enabling
technologies are in place.
Tackle the reporting
challenge.
One of the top ABM challenges
listed in this study is reporting
ABM performance.
Good ABM reporting metrics are
typically those that measure
engagement, such as completion
actions at the top of the funnel, or
meetings in mid-funnel.
Create an effective
content process.
Marketing with content is the
top ABM strategy area where
respondents indicate they need
help from technology.
Marketers should view content
as a critical input to ABM
processes and invest in content
marketing resources from the
outset to ensure ABM success.
Findings
While the report takes a
deep dive into ABM strategy,
here are three steps you can
take right away to climb the
ABM adoption curve:
Download the full report today,
with detailed charts, and all of the
recommendations, to fully
discover the ways you can
maximize your ABM
martech strategy now!
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Top challenges in
developing target
account lists included
not knowing the
quality of a list,
not having the right
technology tools
and not knowing
which targeted
accounts to focus on.
Respondents citing
challenges with
measuring account
engagement reported
improving website
engagement and
conversions for target
accounts was an area of
improvement, followed
by not knowing what
channels to prioritize for
driving engagement.
Tracking content
engagement by
target accounts was
the number one
challenge for
respondents
struggling with
content marketing,
followed by
producing quality
content fast enough
or in sufficient
quantity.
Measuring account
engagement
and developing a
target account list
rounded out the top
three areas in need
of a tech assist.
Respondents list
marketing with
personalized
content as the
strategy area most
in need of a
technology assist.