--- title: ABM Has Not Yet Infiltrated Most Marketing Departments... Here's Why. description: Account-based marketing is more than a trend. Strategy has shifted Rather than pushing products, organizations create products that consumers want and need --- [Skip to content](https://blog.frontburnermarketing.com/blog/abm-has-not-yet-infiltrated-most-marketing-departments-heres-why#main-content) Close - Services - [Strategy Development](https://www.frontburnermarketing.com/strategy-development) - [Content Creation](https://www.frontburnermarketing.com/content-creation) - [Social Media](https://www.frontburnermarketing.com/social-media) - [HubSpot](https://www.frontburnermarketing.com/hubspot) - [BigCommerce](https://www.frontburnermarketing.com/bigcommerce) - [Feedonomics](https://www.frontburnermarketing.com/feedonomics) - [Workflow/Mapping](https://www.frontburnermarketing.com/workflow-strategy) - [SEO](https://www.frontburnermarketing.com/seo) - [Paid Media](https://www.frontburnermarketing.com/paid-media) - [Website-As-A-Service](https://www.frontburnermarketing.com/website-as-a-service) - [Website Design & Development](https://www.frontburnermarketing.com/web-design-development) - [🔥Lead Igniter](https://www.frontburnermarketing.com/lead-igniter) - AI Suite - [AI Visibility](https://www.frontburnermarketing.com/ai-visibility) - [FREE AI Audit](https://www.frontburnermarketing.com/free-ai-visibility-audit) - Our Team - [About Us](https://www.frontburnermarketing.com/agency) - [Join Our Team](https://www.frontburnermarketing.com/join-our-team) - Tool Box - [The Spark Podcast](https://www.frontburnermarketing.com/the-spark) - [Academy](https://frontburneracademy.com/home) - [Blog](https://blog.frontburnermarketing.com/blog) - [Our Work](https://www.frontburnermarketing.com/our-portfolio) - [Partner Ecosystem](https://www.frontburnermarketing.com/ecosystem) SEARCH CONTACT PHONE HOTLINE: [(440) 829-8831](tel:4408298831)E-MAIL: [info@frontburnermarketing.com](mailto:info@frontburnermarketing.com) [Contact Us](https://ecosystem.hubspot.com/marketplace/website/power-theme-by-maka-agency) [![FBMLogo2023](https://blog.frontburnermarketing.com/hs-fs/hubfs/FBMLogo2023.png?width=301&height=160&name=FBMLogo2023.png)![FBMLogo2023](https://blog.frontburnermarketing.com/hs-fs/hubfs/FBMLogo2023.png?width=500&height=266&name=FBMLogo2023.png)](https://www.frontburnermarketing.com/home) - Services - [Strategy Development](https://www.frontburnermarketing.com/strategy-development) - [Content Creation](https://www.frontburnermarketing.com/content-creation) - [Social Media](https://www.frontburnermarketing.com/social-media) - [HubSpot](https://www.frontburnermarketing.com/hubspot) - [BigCommerce](https://www.frontburnermarketing.com/bigcommerce) - [Feedonomics](https://www.frontburnermarketing.com/feedonomics) - [Workflow/Mapping](https://www.frontburnermarketing.com/workflow-strategy) - [SEO](https://www.frontburnermarketing.com/seo) - [Paid Media](https://www.frontburnermarketing.com/paid-media) - [Website-As-A-Service](https://www.frontburnermarketing.com/website-as-a-service) - [Website Design & Development](https://www.frontburnermarketing.com/web-design-development) - [🔥Lead Igniter](https://www.frontburnermarketing.com/lead-igniter) - AI Suite - [AI Visibility](https://www.frontburnermarketing.com/ai-visibility) - [FREE AI Audit](https://www.frontburnermarketing.com/free-ai-visibility-audit) - Our Team - [About Us](https://www.frontburnermarketing.com/agency) - [Join Our Team](https://www.frontburnermarketing.com/join-our-team) - Tool Box - [The Spark Podcast](https://www.frontburnermarketing.com/the-spark) - [Academy](https://frontburneracademy.com/home) - [Blog](https://blog.frontburnermarketing.com/blog) - [Our Work](https://www.frontburnermarketing.com/our-portfolio) - [Partner Ecosystem](https://www.frontburnermarketing.com/ecosystem) PHONE HOTLINE: [(440) 829-8831](tel:4408298831)E-MAIL: [info@frontburnermarketing.com](mailto:info@frontburnermarketing.com) [Contact Us](https://ecosystem.hubspot.com/marketplace/website/power-theme-by-maka-agency) Quick results for "{search\_term}" [Janalee Silvey](https://blog.frontburnermarketing.com/blog/author/janalee-silvey)Nov 9, 2018, 12:21:14 PM1 min read # ABM Has Not Yet Infiltrated Most Marketing Departments... Here's Why. [Previous](https://blog.frontburnermarketing.com/blog/service-sells-good-customer-service-boosts-sales) [Next](https://blog.frontburnermarketing.com/blog/the-new-norm-in-data-and-ethics) [![bigstock-Crm-Customer-Business-Analy-262736866-300x200](https://blog.frontburnermarketing.com/hs-fs/hubfs/bigstock-Crm-Customer-Business-Analy-262736866-300x200.webp?width=300&name=bigstock-Crm-Customer-Business-Analy-262736866-300x200.webp)](https://blog.frontburnermarketing.com/hubfs/Imported_Blog_Media/bigstock-Crm-Customer-Business-Analy-262736866.jpg)Account-based marketing (ABM) is more than a fleeting trend. Marketing strategy has shifted over the past several decades and rather than pushing products to consumers, organizations are creating products that consumers want and need. While the consumer-focused strategy isn't a new concept, ABM changes the game through technology and data. ABM relies on data to help marketers create and drive campaigns, but many companies have yet to embrace ABM because they are not confident in their data quality. Here's what you need to know to start collecting good data that will spark account-based marketing efforts: > When SiriusDecisions first published its annual study about account-based marketing (ABM) in 2015, it painted a rosy picture about the momentum behind the marketing world’s favorite new buzzword. > > In that first report, 91% of B2B marketing leaders said ABM was very or extremely important to their strategy. And that number increased to 93% in SiriusDecisions' [third annual report](https://intelligentgrowth.siriusdecisions.com/studies/2017-state-of-abm-study-findings), released last year. > > That interest in ABM makes sense. After all, in a world where buyers want to feel that sellers are building solutions *for them*, ABM encourages marketers to think beyond just funnel-filling demand generation and inbound marketing by focusing on how they can move the needle with targeted messaging and campaigns to specific accounts. > > Sounds like nirvana, right? > > Read more [here](https://www.marketingprofs.com/articles/2018/40104/why-abm-isnt-working-and-how-to-fix-it), at www.marketingprofs.com. Good data all starts with the resource used to collect it. A good CRM system can take an organization miles in the right direction by correctly capturing the buyer's journey. Resources like HubSpot fully integrate the CRM system with their marketing Enterprise platform to populate company information into CRM records. Meticulous systems like this make the process of managing data and maintaining accurate records much easier. For organizations with a reliable CRM system to uphold the integrity of their data, transitioning to ABM strategies becomes much more realistic. In addition to good data, connectivity is also important. Being able to integrate data across channels and campaigns helps to gain deeper insight into customers' wants, needs, and habits. While all of this may sound overwhelming, taking a step-by-step approach to prepare for ABM strategies makes the light at the end of the tunnel appear a bit closer. The key is starting with quality data, and the rest will fall into place. [![Download-Inbound-Guide-Button-300x300-12 (1)](https://blog.frontburnermarketing.com/hs-fs/hubfs/Download-Inbound-Guide-Button-300x300-12%20(1).webp?width=300&name=Download-Inbound-Guide-Button-300x300-12%20(1).webp)](https://blog.frontburnermarketing.com/hubfs/Imported_Blog_Media/Download-Inbound-Guide-Button-300x300-12.png) ![avatar](https://blog.frontburnermarketing.com/hs-fs/hubfs/Front_Burner_January2020/Images/Janalee-Silvey-Front-Burner-Marketing.jpg?width=290&name=Janalee-Silvey-Front-Burner-Marketing.jpg) [Janalee Silvey](https://blog.frontburnermarketing.com/blog/author/janalee-silvey) [mailto:jsilvey@frontburnermarketing.com](mailto:jsilvey@frontburnermarketing.com) COMMENTS ## RELATED ARTICLES [![FrontBurner_WHT-1](https://348522.fs1.hubspotusercontent-na1.net/hub/348522/hubfs/FrontBurner_WHT-1.png?width=200&name=FrontBurner_WHT-1.png)](https://www.frontburnermarketing.com/home) We know you've got your marketing stuck on the back burner. We can help you change that. 🔥 - [About Front Burner](https://www.frontburnermarketing.com/agency) - [🔥 Lead Igniter](https://www.frontburnermarketing.com/lead-igniter) - [Our Work](https://www.frontburnermarketing.com/our-portfolio) - [Read the Blog](https://blog.frontburnermarketing.com/blog) - [Contact Us](https://www.frontburnermarketing.com/contact-us) SUBSCRIBE TO OUR NEWSLETTER © 2024 Front Burner Marketing, LLC. All Rights Reserved. - Terms - [Privacy Policy](https://www.frontburnermarketing.com/privacy-policy) - [Contact Us](https://www.frontburnermarketing.com/contact-us) ![](https://px.ads.linkedin.com/collect/?pid=4142001&fmt=gif) ```json { "@context" : "https://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "United States", "addressLocality" : "Northfield", "addressRegion" : "OH", "postalCode" : "44067", "streetAddress" : "9821 Olde 8 Road" }, "email" : "info@frontburnermarketing.com", "knowsLanguage" : "en-us", "logo" : { "@type" : "ImageObject", "url" : "https://348522.fs1.hubspotusercontent-na1.net/hubfs/348522/FBM%20Website%20Logo%20V2%20%2003-11-2022.png" }, "name" : "Front Burner Marketing", "telephone" : "(440) 829-8831", "url" : "https://blog.frontburnermarketing.com/blog/abm-has-not-yet-infiltrated-most-marketing-departments-heres-why" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "abstract" : "Account-based marketing is more than a trend. Strategy has shifted Rather than pushing products, organizations create products that consumers want and need", "author" : { "@type" : "Person", "name" : "Janalee Silvey" }, "dateModified" : "", "datePublished" : "", "headline" : "ABM Has Not Yet Infiltrated Most Marketing Departments... Here's Why.", "image" : "", "inLanguage" : "en-us", "keywords" : "[marketing strategy]", "mainEntityOfPage" : { "@type" : "WebPage" }, "name" : "ABM Has Not Yet Infiltrated Most Marketing Departments... Here's Why.", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://348522.fs1.hubspotusercontent-na1.net/hubfs/348522/FBM%20Website%20Logo%20V2%20%2003-11-2022.png" }, "name" : "Front Burner Marketing" }, "text" : "Account-based marketing (ABM) is more than a fleeting trend. Marketing strategy has shifted over the past several decades and rather than pushing products to consumers, organizations are creating products that consumers want and need. While the consumer-focused strategy isn't a new concept, ABM changes the game through technology and data. ABM relies on data to help marketers create and drive campaigns, but many companies have yet to embrace ABM because they are not confident in their data quality. Here's what you need to know to start collecting good data that will spark account-based marketing efforts: When SiriusDecisions first published its annual study about account-based marketing (ABM) in 2015, it painted a rosy picture about the momentum behind the marketing world’s favorite new buzzword. In that first report, 91% of B2B marketing leaders said ABM was very or extremely important to their strategy. And that number increased to 93% in SiriusDecisions' third annual report, released last year. That interest in ABM makes sense. After all, in a world where buyers want to feel that sellers are building solutions for them, ABM encourages marketers to think beyond just funnel-filling demand generation and inbound marketing by focusing on how they can move the needle with targeted messaging and campaigns to specific accounts. Sounds like nirvana, right? Read more here, at www.marketingprofs.com. Good data all starts with the resource used to collect it. A good CRM system can take an organization miles in the right direction by correctly capturing the buyer's journey. Resources like HubSpot fully integrate the CRM system with their marketing Enterprise platform to populate company information into CRM records. Meticulous systems like this make the process of managing data and maintaining accurate records much easier. For organizations with a reliable CRM system to uphold the integrity of their data, transitioning to ABM strategies becomes much more realistic. In addition to good data, connectivity is also important. Being able to integrate data across channels and campaigns helps to gain deeper insight into customers' wants, needs, and habits. While all of this may sound overwhelming, taking a step-by-step approach to prepare for ABM strategies makes the light at the end of the tunnel appear a bit closer. The key is starting with quality data, and the rest will fall into place.", "url" : "https://blog.frontburnermarketing.com/blog/abm-has-not-yet-infiltrated-most-marketing-departments-heres-why", "wordCount" : "569" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Janalee Silvey", "url" : "https://blog.frontburnermarketing.com/blog/author/janalee-silvey" }, "dateModified" : "2022-08-13T14:42:28.908Z", "datePublished" : "2018-11-09T17:21:14.000Z", "headline" : "ABM Has Not Yet Infiltrated Most Marketing Departments... Here's Why.", "mainEntityOfPage" : { "@id" : "https://blog.frontburnermarketing.com/blog/abm-has-not-yet-infiltrated-most-marketing-departments-heres-why", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.frontburnermarketing.com/hubfs/FBM%20Website%20Logo%20V2%20%2003-11-2022.png" }, "name" : "Front Burner Marketing, LLC" } } ```