ABM is Helping Majority of B2B Companies Shorten Sales and Marketing Cycles

Previous research has shown that account-based marketing (ABM) can be directly linked to overall marketing success, and a new survey found that it’s also helping shorten the length of B2B marketing and sales cycles.

Early results from Bizible’s  “2016 ABM Metrics Survey” have discovered that the majority of organizations that do not conduct ABM have sales and marketing cycles of 120 days or longer. However, the majority of those that do use ABM have sales and marketing cycles of 90 days or less.

ABM did not appear to play a role in survey respondents’ sales and marketing team alignment – the majority of organizations said that these groups were adequately aligned. However, a portion of the respondents that use ABM claimed that their sales and marketing teams were “extremely” aligned, whereas non-ABM respondents could not say the same.

Overall, the majority of survey respondents said that just 20 percent of their marketing efforts are account-based. However, 40 percent said they expect to be doing “a lot more” ABM within the next six months.

Account-Based Marketing as a Tool for Success

Statistics indicate that ABM is now being viewed as a key tool for success, specifically by B2B marketers. The “Account-Based Marketing Adoption” report published by Demandbase and Demand Metric found that 96 percent of B2B marketers believe ABM is a key driver of marketing success. Approximately 71 percent of respondents said they were already using ABM or interested in adopting it.

“By marketing to the accounts your sales team wants to sell to and measuring the results at the account level, B2B companies are driving alignment across the organization, improving customer experiences and growing their bottom line,” said Peter Isaacson, chief marketing officer at Demandbase.