B2B Media at Risk from Account-Based Marketing, Says New Research from Outsell

BURLINGAME, Calif. - July 26, 2016 - PRLog -- Outsell, Inc., the world's only research and advisory firm focused on media, information, and technology, today announced publication of a new report, Account Based Marketing Takes B2B Media Beyond Lead Generation. As the largest business-to-business advertisers transition to ABM, Outsell expects them to change whom they target, how they buy advertising, and which media they use – creating risks and opportunities for B2B media.

"B2B media organizations have come to depend on lead generation as a revenue source in the last decade," said Barry Parr, Outsell Director and Lead Analyst. "Account-based marketing shifts marketing's focus from leads and visitors to engagement with target accounts. Many publishers are unprepared for this shift."

Account-based marketing creates many risks for B2B media that have become dependent upon lead generation for advertising revenue. These include:

·        Further reduction in print adverting;

·        Diversion of online advertising from vertical to other media;

·        More advertising bought programmatically;

·        Increased emphasis on social media engagement and advertising.

The report (https://www.outsellinc.com/search/d7entity/107154) also discusses the forces that are holding back the adoption of ABM in the short term and opportunities for B2B media to exploit the trend to capture more marketing revenue.

For media inquiries, please contact Dawn Ringel, Warner Communications, at dawn@warnerpr.com, or call +1 781-449-8456.

For more information about this report, please contact Srini Gomatam at contact_us@outsellinc.com, or call +1 650-342-6060.

About Outsell, Inc.

The rapid convergence of information, media, technology and data is reshaping businesses every day. Enter Outsell, Inc. (http://www.outsellinc.com/), the only research and advisory firm focusing on these four sectors. As the trusted advisor to executives, our analysts turn complexity into clarity, and provide the facts and insights necessary to make the right decisions. Our proven blend of big data, research, proprietary intelligence, and exclusive leadership communities produces tangible results and a strong ROI. We promise to deliver "wow" and ensure clients stay more focused, save time, and grow revenue in a fast-changing digital world.