Account Based Marketing Quiz: Trivia Test!

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| By Pamela Parker

Pamela Parker

Community Contributor

Quizzes Created: 8 | Total Attempts: 33,131

Questions: 9 | Attempts: 789 | Updated: Apr 21, 2023

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Account Based Marketing Quiz: Trivia Test! - Quiz

Are you familiar with account-based marketing? Would you like to try this quiz? Account-based marketing is a strategic approach to business marketing based on account awareness in which an organization communicates with individuals and businesses as an entity. It is typically employed in enterprise-level sales organizations. If you want to see how much you know about account-based marketing, this is the quiz for you.

Questions and Answers

1.

How do you define ABM?
- A.
  
  Account-based marketing is a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement with specific accounts.
- B.
  
  It’s about being laser-focused on accounts’ needs and deploying the most effective marketing tactics available to nurture value-added, pervasive conversations with key stakeholders.
- C.
  
  A strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one.
- D.
  
  All of the above
Correct Answer
D. All of the above

Explanation
Account-based marketing can be defined in a number of ways. However, it is imperative to understand the core concept: a strategic approach to marketing that focuses on specific accounts.

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2.

Which one of these is NOT a characteristic of account-based marketing?
- A.
  
  Use of a process or rationale for selecting target accounts
- B.
  
  Development of account profiles
- C.
  
  Development of marketing plans for target accounts
- D.
  
  The ability to use less content
Correct Answer
D. The ability to use less content

Explanation
Content is still king, and this doesn’t change with ABM. As you may already know, it is getting more important every day -- search engines are focusing more on the content you create as the potential of the online world as a marketing tool becomes apparent. Now there’s a push to create current, relevant content that you can use to promote your business' products and services.

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3.

What percentage of companies think ABM is useful?
- A.
  
  15%
- B.
  
  43%
- C.
  
  92%
- D.
  
  77%
Correct Answer
C. 92%

Explanation
A 2015 survey by Sirius Decisions found that 92 percent of companies recognize the value in ABM. This is not just a fad. It’s a real solution to B2B marketing challenges.

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4.

What percentage of B2B companies have a full account-based marketing program in place?
- A.
  
  20%
- B.
  
  13%
- C.
  
  41%
- D.
  
  52%
Correct Answer
C. 41%

Explanation
Though 20 percent of respondents to the 2015 SiriusDecisions survey said they had a full ABM strategy in place, by 2016 that number had grown to 41%, indicating a dramatic growth rate for the practice. Additionally, the research firm found that in 2016, "more than 70 percent of B2B companies have staff that are fully or partially dedicated to driving ABM-specific programs," and "58 percent have a pilot or test program."

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5.

After you’ve assessed your current data set, what’s next?
- A.
  
  Conduct an employee data boot camp
- B.
  
  Segment your current data state.
- C.
  
  Add more data to your current solution
- D.
  
  Hire more data scientists and analysts
Correct Answer
B. Segment your current data state.

Explanation
Without using some thoughtful engineering to really segment your data into smaller groups for an “actionable universe,” you’re not practicing ABM – you’re just doing regular marketing. In an account-based marketing segmentation strategy, segments should be built around account data such as industry type, company size, company revenue, number of employees, etc.

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6.

What is the primary factor holding teams back from implementing ABM?
- A.
  
  The need for cleansed and accurate data
- B.
  
  The need for new technology
- C.
  
  The need for more data
- D.
  
  The need for more money
Correct Answer
A. The need for cleansed and accurate data

Explanation
Assess your data first and make sure it’s accurate, cleansed, and current. Last year, SiriusDecisions found that 60 percent of marketers consider the overall health of their data as unreliable. Take a look at your current data set before you go crazy with new data.

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7.

Now that you’ve segmented your data, what is the next step?
- A.
  
  Attend every webinar, conference and meet-up about ABM.
- B.
  
  Spend an exorbitant amount of money to have someone else get your team in check.
- C.
  
  Purchase every piece of ABM technology you can find.
- D.
  
  Align your sales and marketing teams.
Correct Answer
D. Align your sales and marketing teams.

Explanation
According to the 2016 survey data, 60% of companies practicing account-based marketing report that their sales and marketing teams are "somewhat" or "tightly" aligned, compared to only 34% in 2015.

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8.

What is the next step after-sales alignment?
- A.
  
  Immediately start reaching out to new targets.
- B.
  
  Conduct deep account and market research.
- C.
  
  Check the box: sales and marketing met, so you are good to go.
- D.
  
  All of the above.
Correct Answer
B. Conduct deep account and market research.

Explanation
Time to roll up your sleeves and start researching. Once you’ve segmented your data, you need to align with sales around target accounts in those segments. These accounts can be existing customers or new prospects, but regardless, make sure you do your due diligence. Of those companies SiriusDecisions surveyed that are practicing account-based marketing, sales helps marketing determine target accounts 83% of the time.

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9.

Which one of these does NOT describe what marketers aim to achieve with ABM?
- A.
  
  Revenue generation
- B.
  
  Customer retention
- C.
  
  Pipeline acceleration
- D.
  
  Sales and marketing alignment
- E.
  
  None of the above
Correct Answer
E. None of the above

Explanation
A benchmark study conducted by FlipMyFunnel in conjunction with six martech companies found that revenue generation was the most popular reason given (by 25% of marketers surveyed) for adopting account-based marketing. But they also cited a variety of other goals, including pipeline acceleration (22%), lead generation (20%), sales and marketing alignment (17%), customer retention (10%) and product adoption (5%).

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Current Version
Apr 21, 2023

Quiz Edited by
ProProfs Editorial Team
Apr 20, 2016

Quiz Created by
Pamela Parker

Account Based Marketing Quiz: Trivia Test!

How do you define ABM?

Which one of these is NOT a characteristic of account-based marketing?

What percentage of companies think ABM is useful?

What percentage of B2B companies have a full account-based marketing program in place?

After you’ve assessed your current data set, what’s next?

What is the primary factor holding teams back from implementing ABM?

Now that you’ve segmented your data, what is the next step?

What is the next step after-sales alignment?

Which one of these does NOT describe what marketers aim to achieve with ABM?