A few years ago, the noted behavioral economist and best-selling author Dan Ariely described big data in a rather memorable way. He said, “Big data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.”
With a few minor tweaks, Ariely’s description of big data can be applied to account-based marketing:
- ABM has been one of the hottest topics in the B2B marketing and sales world for the past couple of years. Virtually all B2B marketers are aware of ABM, and the odds are that most are thinking, if not actually talking, about it.
- Most B2B companies are just beginning to learn how to do ABM. In the 2016 State of Account Based Marketing Study by SiriusDecisions, 42% of survey respondents said they had been using ABM for less than six months.
- A large and growing number of B2B marketers claim they are doing (or planning to do) ABM. In a survey last fall by Demand Metric, 71% of respondents said they are using ABM, testing ABM, or interested in adopting ABM.
Illustration courtesy of Rob Lee via Flickr CC.