53% of Marketers Say ABM Has Generated More Revenue Than Other Tactics

As marketers continue to explore the benefits of account-based marketing (ABM), new research indicates that they are beginning to see its positive effects on their bottom line.

DemandSpring recently published its “State of Account-Based Marketing” report, and statistics suggested that the majority of marketers (53%) now say ABM has generated more revenue than all other marketing efforts.

Marketers are seeing advantages in other areas as well. For example, most respondents (47%) say there has been a moderate increase in sales and marketing alignment. The majority of marketers (33%) also state that they have seen a moderate improvement in their relationship with customers.

However, most marketers (31%) said that only between 11% and 49% of their marketing budget is dedicated to ABM. Approximately 23% of respondents stated that less than 10% of their budget goes toward ABM.

B2B Marketers Continue to Struggle with ABM

While ABM has proved to be beneficial for some marketers, previous research suggests that B2B marketers are still struggling in this area.

DemandGen conducted its “2022 Marketing Measurement & Attribution Survey,” and data indicated that most B2B marketers (58%) struggle to tie anonymous account engagement to known stakeholders. Additionally, 52% are struggling with “messy” customer relationship management data, while 42% are finding difficulty integrating data across their platforms.

“While marketers are making some strides in areas like attribution analysis and gathering deeper engagement metrics to power their ABM programs, many still struggle to connect siloed data and track activity across the entire buyer’s journey,” wrote the researchers behind the survey.

“With other agencies, the tendency is to see a flurry of work initially, and then communication and accountability starts to fall off. Our KoMarketing account team is in contact with us almost daily – it’s like they’re sitting right here in our office. They’re truly an extension of our marketing team.”

Stephanie Weagle — Stephanie Weagle, VP of Marketing, Corero Network Security

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