Stirista's Account Based Marketing (ABM) Research Survey Finds 70% of Businesses Plan to Invest in ABM Technology in 2023 – Yahoo Finance

Survey Outlines ABM Challenges and Opportunities for B2B Marketers
SAN ANTONIO, Dec. 8, 2022 /PRNewswire-PRWeb/ — Stirista, the leader in data-driven performance marketing solutions, today released new research showing that 70 percent of B2B digital marketing leaders plan to invest in Account Based Marketing (ABM) technology in 2023. Stirista's ABM survey of marketing executives from 200+ U.S. B2B businesses also revealed the expected continued growth of ABM technologies, the importance of identity data and building the right consumer profile, and the need for a multichannel platform that streamlines the advertising process.
"Stirista conducted this survey to dive deep into the current state of account based marketing, and the findings reaffirmed that while the space is experiencing unprecedented growth, full adoption of advanced technology solutions is still lagging as platforms are often overly complex with a myriad of features that go un-utilized," said Vincent Pietrafesa, Vice President B2B Products, AccessB2B Stirista. "As we look ahead to 2023, B2B marketers seek modern, easy-to-use solutions that embrace the importance of identity data and fully optimize ABM best practices, including the ability to run advertising campaigns."
ABM Growing Rapidly in B2B
Over half (63%) of businesses surveyed use ABM methods and practices and nearly 50% of businesses are looking to invest $100,000 to $300,000 on solutions in the coming year. Of those who use ABM, the majority consider themselves as having a somewhat mature or highly mature program (67%), with one-third citing limited experience with ABM. This signals more growth potential as businesses will look to adopt new technologies to improve their ABM processes. The main channels being utilized in B2B ABM include display/native advertising (75%), search (67%), social media (67%), and email marketing (44%). CTV is also an emerging channel, used by more than one-third of businesses' ABM practices and that number is expected to continue to grow in the coming years, particularly as Work-from-Home remains steady and CTV is a proven channel to effectively reach that audience.
Identity Data Crucial Part of ABM Strategy
According to over 90% of businesses surveyed, determining the perfect consumer profile is the most crucial technology feature for their ABM program. Nearly 70% indicated that identity data (labeled persona data in the survey) is critical when building target account lists. Many of the solutions available for ABM today are driven by intent, however the survey reiterates that B2B marketers are most interested in persona/identity data to ensure that the right messages can be delivered to the target customer profile. Email addresses (business 47%, customer 44%) are the number one audience identifier for ABM marketers, followed by 3rd party cookies (36%) and mobile IDs (33%). Other important elements of ABM technology for B2B marketers include executing and measuring advertising programs (54%) and measuring account engagement metrics (50%).
B2B Marketers Are Seeking a Streamlined, Multichannel Platform
The majority of businesses planning on using ABM practices and methods (75%) haven't decided on a platform provider, often due to lack of a comprehensive multichannel solution available today. Currently, less than 40% of businesses use a single platform technology for ABM practices, with the majority (44%) using manual efforts or a combination of multiple platforms. Additionally, 82% of businesses surveyed believe multichannel campaign execution is somewhat or very important to the success of an ABM program, adding that activation of audiences (48%) and execution and measurement (44%) would be the most important factors in choosing a solution/solutions.
Study Methodology
Findings from the Stirista AccessB2B Survey were derived from an online panel conducted by Thrive Analytics. Data was gathered between September 27October 12, 2022, from over 200 responses of marketing executives at top U.S.-based B2B organizations across a variety of verticals with annual revenues greater than $50 million. The full report is available at
About Stirista
Stirista is a data-driven performance marketer that combines the power of authoritative identity data with the execution of omnichannel marketing. Through its data and customer-centric approach, Stirista is helping Fortune 500 and mid-market brands increase brand loyalty and acquire new customers. Stirista's privacy compliant data insights helps clients interact with customers and prospects via digital, email and social channels. For more information, please visit
Media Contact
Jennifer Qtob, Stirista, 513-281-2772,
SOURCE Stirista
Retirement-eligible salaried employees at Ford were warned about retiring this year to maximize a lump sum pension payment.
(Bloomberg) — The shutdown of a key North American pipeline after an oil spill in Kansas roiled the flow of crude supplies across the US at a time when a fragile supply situation has rocked markets with volatility.Most Read from BloombergPutin Calls Russian Nukes Deterrent Factor, Says War Risk RisingWNBA Star Griner Freed in One-for-One Swap for Arms DealerPeru’s President Accused of Coup After Move to Dissolve CongressElon Musk’s Bankers Consider Tesla Margin Loans to Cut Risky Twitter DebtTh
(Bloomberg) — The offer seemed too good to be true: Up to 200,000 barrels of heavy-sour crude at a $30 discount to the US benchmark. Most Read from BloombergPutin Calls Russian Nukes Deterrent Factor, Says War Risk RisingPeru’s President Accused of Coup After Move to Dissolve CongressWNBA Star Griner Freed in One-for-One Swap for Arms DealerElon Musk’s Bankers Consider Tesla Margin Loans to Cut Risky Twitter DebtWhy Did So Many US Men Quit Working? Social Status May Hold the Key, Study SaysThe
The highly-disliked cable and internet giant is making a move that's going to anger some subscribers.
The tax-free deal on the Roth IRA may seem too good to be true, but rest assured that there are at least five good reasons for it to stay that way.
(Bloomberg) — Exxon Mobil Corp. is awarding US employees above-inflation pay increases just weeks after the Texas oil giant posted its highest quarterly profit, underlining how strong 2022 has been for the fossil-fuel industry while other sectors like technology and finance cut jobs.Most Read from BloombergPutin Calls Russian Nukes Deterrent Factor, Says War Risk RisingPeru’s President Accused of Coup After Move to Dissolve CongressWhy Did So Many US Men Quit Working? Social Status May Hold the
MBJ reported last month that FedEx’s top HR executive, Chris Winton, had left the job to take an outside position. Now we know who his new boss is: Elon Musk.
Costco's first quarter earnings missed Street forecasts following a pullback in sales over the final weeks of autumn.
(Bloomberg) — Targets of damning reports by short sellers and other critics of corporate performance can insist that Google cuts internet search links to the research — but only if they can show it’s wrong, according to the European Union’s top court. Most Read from BloombergPutin Calls Russian Nukes Deterrent Factor, Says War Risk RisingWNBA Star Griner Freed in One-for-One Swap for Arms DealerPeru’s President Accused of Coup After Move to Dissolve CongressElon Musk’s Bankers Consider Tesla Ma
General Electric’s healthcare division plans to cut debt, bring down costs and pursue tuck-in acquisitions after its spinoff in early January, finance chief Helmut Zodl said Thursday at an investor event in New York.
The financial turmoil of this year has given us many more opportunities for retirement portfolios than existed a year ago.
It's not a stretch to say that Regeneron Pharmaceuticals, Inc.'s ( NASDAQ:REGN ) price-to-earnings (or "P/E") ratio of…
Yahoo Finance Live anchors discuss Amazon rolling out a new tip incentive program when customers thank delivery drivers via Alexa.
Market noise has been loud this year and it has been difficult for investors to look beyond the hysteria whipped up by their peers to focus on information and fundamentals. Sentiment has also been highly changeable, which has led to volatile stock prices that in many cases materially diverge from underlying business valuations.
Cracker Barrel's (CBRL) emphasis on off-premise business and technological investments bodes well. However, inflationary pressures is a concern.
For many reasons, including rising costs of living and longevity, Americans are delaying their retirement. While workers in the past would try to hang it up at around 62, workers now are frequently planning on working into their 70s. If … Continue reading → The post If You Delay Retirement, You Should Also Delay This appeared first on SmartAsset Blog.
Jones, who lives in the Boston area, has been at Salesforce for three years and quickly rose up the ranks: She started as head of product for Commerce Cloud, then was bumped up to GM of Commerce Cloud before — prior to her promotion this week — holding the title of GM of Commerce Cloud, Marketing Cloud and Experience Cloud, which basically encompasses the company’s entire B2C business. Before that, she spent 13 years at Microsoft working on a variety of products, from Microsoft Excel and Microsoft Project to Enterprise Application Virtualization, Office Collaboration and finally Azure Machine Learning.
Boston-based Wayfair Inc. is suing three of its furniture suppliers and two of their operators, alleging they devised and put in practice “a scheme” to obtain extra payments from the online retailer.
The U.S. Commerce Department will continue to deny three U.S.-based firms' export privileges, the government announced on Thursday, saying the companies had illegally exported satellite, rocket and defense technology to China. The extension came after new concerns about Quicksilver Manufacturing Inc, Rapid Cut LLC and U.S. Prototype Inc, which the Commerce Department said in a June 7 order had sent technical drawings and blueprints from U.S. customers to manufacturers in China to 3-D print satellite, rocket and defense-related prototypes without authorization.
Invesco Investment Solutions Senior Portfolio Manager Alessio de Longis joins Yahoo Finance Live to discuss the current regulatory environment, bond yields, and overall state of the markets.


Leave a Reply

Your email address will not be published. Required fields are marked *