That's the message I got from Steve Pogorzelski, CEO of Avention, the Massachusetts-based business intelligence and sales enablement platform formerly OneSource .
That recently released survey, "Account Based Marketing: The Art of the Start," revealed, said Pogorzelski, that "86 percent of respondents thought ABM was here to stay, and would help with customer acquisition and retention."
Almost half of respondents were either not practicing ABM, or had not progressed beyond planning pilots in the next 6-12 months.
The results were derived from two surveys of 100-plus executives and managers across a variety of verticals.
For Avention, of course, that source should be their DataVision solution which surfaces and centralizes real-time insights drawn from a global set of websites and news sources, including social media.
"We broaden the ability to go after customers and prospects," Pogorzelski said.