The Marketing Strategist:
Another ABM Benchmark Report?
Yes, indeed, it’s that time of year again. Time for the year-end studies and recommendations for next year. And you’ve already seen more than a few studies on the latest in ABM, never mind the endless stream of tips, tricks, and tirades on why ABM is the best thing since sliced bread.
- It’s a broad-based look at ABM objectives, spending, tools, tactics, metrics, and results from almost 200 ABM programs from large and smaller firms
- It includes a detailed review of differences in how companies are implementing the three types of ABM: One-to-One, One-to-Few, and One-to-Many
- It’s filled with actionable insight on the hallmarks of the most experienced and most effective ABM programs
- It provides essential guidelines for 2020 focused on program maturity, investing in insight, collaborating with sales, mastering multichannel campaigns, and moving to a blended ABM strategy
Key findings include:
- ABM spending is on the rise. Companies implementing ABM are now dedicating almost a third (29%) of their total marketing budgets to ABM, and most are planning substantial increases next year
- Companies are using ABM to support both growing business with existing accounts and selling to new accounts; about 50% put each of those as their most important ABM objective
- Sales alignment is one of the most important factors in ABM success; the most effective ABM programs are much more closely aligned with their sales organizations, including alignment with sales coverage models, working hand-in-hand with inside sales, and collaborating more closely throughout the entire ABM process
- Companies are still early in adopting technology to support their programs, but the most effective programs are more heavily invested in tools and technology for account insight and analytics
- Maturity matters: Although many programs see results quickly, reaching the full potential of ABM takes time; the most experienced programs are seeing much greater results across the Three R’s of Marketing: Reputation, Relationships, and Revenue.