Within the B2B space, the cost of a lead has increased significantly this year as more and more marketers have opted for higher quality and more expensive account-based marketing (ABM) campaigns.
Madison Logic, a provider of B2B digital brand and demand solutions powered by intent data, has created an infographic to help validate why B2B marketers are making investments in this ABM approach.
Some of key findings show:
– 52%of marketers see the value in ABM programs. However, only 20% of markets have had ABM programs in place for more than a year.
– In 2016, 60% of B2B marketers plan to invest in ABM technology over the next year.