Study: Marketers Who Implement Account-Based Marketing See Greater Success

Not all marketers have implemented account-based marketing (ABM) into their overall strategies, but those who have are seeing several benefits, and they intend to continue investing in it in the future.

ITSMA and the ABM Leadership Alliance recently conducted the “2018 ABM Benchmark Study,” and statistics showed that 67 percent of respondents who have implemented ABM have achieved greater customer success with their solutions, compared to their counterparts.

In addition, 66 percent claimed that their ABM accounts are more likely to provide positive references and advocate for them than other accounts. Fifty-seven percent say that collaborative innovation with individual ABM accounts has led to the development of new solutions for their company to take more widely to market.

In the coming months, marketers claim that 28 percent of their marketing budget will be spent on ABM. Five years ago, companies practicing ABM had only dedicated 15 percent of their budget to this initiative.

The Goals of Marketers Who Utilize ABM

Marketers who utilize ABM often have several objectives laid out ahead of time, compared to their counterparts, according to previous research.

Ascend2 published the “Account-Based Marketing Strategy Report” earlier this year to take a closer look at the growing trends among B2B marketers, in particular, who utilize ABM. The statistics showed that for half of marketers (50 percent), their top goal was to align sales and marketing initiatives.

This is followed by attributing marketing efforts to revenue (41 percent), scoring and targeting ideal accounts (41 percent), and mapping account plans and insights (38 percent).