Focus on individual buyers within accounts
Marketers have spent years trying to perfect ABM, only to see engagement stall and pipeline slow. The problem is that traditional ABM stops short where it matters most—knowing exactly who within an account is showing intent, and what they care about.
Contact-level ABM: Focus on buyers within accounts
[ Get the report ]
Forrester x Influ2
[ Get the report ]
Contact-level ABM: Focus on buyers within accounts
[ Get the report ]
Forrester x Influ2
[ Get the report ]
A new Forrester report, in partnership with Influ2, explores how marketers are evolving beyond account-only ABM and using contact-level data to reach the buyers who shape buying decisions.
Download the report to learn:
- Why the majority of ABM programs struggle to drive engagement from key accounts
- What marketers consider essential for ABM success
- The cost of not engaging the right people at target accounts
ABM adoption is up, but performance isn't
ABM has gone mainstream. Yet over half of the marketers surveyed admit they're only moderately effective at driving engagement.
Why?
Because most programs target accounts, not people. And without knowing who's actually engaging, data and budget go to waste.
No ability
Limited ability
Moderate ability
Adequate ability
Absolute ability
58% of marketers have, at best, a moderate ability to drive engagement from key accounts.
Contact-level ABM lets you gather intent from key people within target accounts and engage them directly.
About contact-level intentWhat’s blocking progress?
Technology and processes haven’t caught up with the complex reality of B2B selling.
Marketers say they’re still missing the right resources to:
Even when Marketing and Sales agree on accounts,
Sales still asks the same question:
Access to the right tools and data is a key barrier preventing Marketing from giving Sales an answer they trust. 1 in 3 lack the technology to target specific people within key accounts and 42% don’t have access to accurate contact-level intent data. All of this impacts their ability to deliver qualified opportunities to sales.
Top barriers to increased ABM effectiveness at the individual decision-maker level
It also appears that there’s no consensus on how to measure the full impact of contact-level ABM. Many marketers are limited to tracking what their tools can capture—engagement metrics like email opens and content downloads—not what’s most important.
How do you measure the effectiveness of your ABM efforts in driving meaningful engagement with buyers?
To measure ABM’s impact on key business outcomes, you need visibility into engagement at the contact level.
About contact-level reportingThe shift: Marketing to logos →Influencing people
The next wave of ABM innovation is about precision.
By adopting tools designed for contact-level ABM, marketers can get more precise targeting, personalized engagement, and improved sales alignment, ultimately leading to increased conversion rates, shortened sales cycles, and a higher ROI.
72%
of marketers feel contact-level ABM is an important, if not core, differentiator for successful ABM programs.
Benefits of getting deeper behavioral insights for specific buyers
Don’t stay stuck at the account level
There’s a hidden cost to treating everyone in an account like they’re the same. From less revenue to lower conversion rates and negative brand reputation, marketers are feeling the impact of not engaging the right people at target accounts.
Contact-level ABM lets you reach exactly the people your sales team wants — and no one else.
About contact-level advertisingConsequences of remaining unable to target and engage key decision-makers at target accounts
See how top marketers are evolving ABM for the messy reality of B2B sales
Ready to get started with contact-level ABM?
