10 There are many opportunities for ABM users to adopt Contact data or predictive vendors to additional marketing technology platforms to bolster find relevant contacts at accounts their ABM programs. Some, like lead management 35% and digital advertising, are already popular. Others, like social listening and chatbots, are just beginning to gain Predictive analytics tools for account selection traction. 33% Content management ABM technology platforms 31% used by B2B marketers: Business intelligence or ABM data aggregators to measure results by account Marketing automation for lead management and nurturing 29% 71% Digital advertising and retargeting Social listening 66% 20% Insights to gather market, account, and stakeholder intelligence Orchestration for intelligent account plans across teams and channels 51% 15% Website personalization to serve relevant content Chatbots or conversational interfaces 41% 15% Lead to account matching Data Source 37% ITSMA Dimensional mail to integrate personalized direct mail into digital marketing 37%