Boosting engagement, deal volume and marketing value as well as driving internal alignment, customer retention and account relevance are some of the benefits of doing business-to-business (also known as B2B) account-based marketing or ABM. Because of today’s demand for custom marketing, B2Bs ABMs are viewed as a must-have, according to a polling done last April that shows that 92 percent of B2B marketers worldwide said ABM a total need in their overall marketing efforts.

Despite the critical factor of ABM, B2B marketers appeared slow in adoption—though results also suggested this was picking up. While just 20% of respondents reported having a full ABM program in place for a year, 26% had one for less than a year. More promising was the fact that 52% had a pilot in place—14% for more than half a year, and 38% for fewer than six months.

Once B2B marketers put ABM programs in place, work is basically done or cut out for them. Respondents to a research listed a multitude of responsibilities of ABM marketers, the top being to work with sales to define the account goals and plans with an emphasis on the collaborative nature of ABM and also the need for strong sales-marketing alignment – the good news is that 91 percent of those with an ABM program in place said they were tightly to somewhat or moderately connected with sales. B2B marketers have had data to dig into, as gathering account and contact information is was the second biggest responsibility.

While B2B marketers and sales teams may be targeting the same goals, ABMs lacked support from other groups. Not only this would help in managing the overwhelming amount of responsibilities, but can be a very good way to identify other areas of opportunity.