Newly released ‘State of ABM in Europe' study finds only 27% of UK respondents have implemented ABM, with 55% planning to implement in the near future
Terminus, the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel account-based marketing (ABM), today released its first-ever ‘State of ABM in Europe’ report. The 2021 study uncovered that while US marketers are more advanced, there’s tremendous interest in adopting account-based practices by European companies, among other key findings.
The newly released report was conducted in partnership with England-based research firm, Vanson Bourne, who interviewed 500 marketing, sales, and customer professionals in the US, UK, France, and Germany over the summer of 2021.
Key findings from the 2021 ‘State of ABM in Europe’ report include:
- While the UK lags other regions in terms of their ABM maturity, only 27 percent of British respondents indicate that they have implemented an ABM strategy compared to an overall average of 41 percent of companies. This signals the UK outpacing all other regions in terms of desire to implement an account-based strategy with 55 percent of respondents planning to implement an ABM strategy in the near future.
