As more and more data points are validating the fact that there are anywhere from 5 - 8 individuals within the decision making group, the requirement to customise messages to these individual stakeholders is becoming more and more important. These customisation's along with the importance of collaboration between sales and marketing teams to engage accounts, are two of the key elements of a successful ABM program. However, the measurement of success is where the challenge seems to sit as a large amount of current ROI metrics aren't designed to give a true picture of success.
Despite the importance of collaboration, 52 percent of B2B firms use a single-touch attribution model, according to Bizible’s 2015 State of Pipeline Marketing report. Yet this is changing. The study found that 30 percent of these marketers plan to implement a multi-touch attribution program within the next six months.