The 2018 ITSMA-ABM Leadership Alliance (ABMLA) benchmark study, Raising the Game with ABM, provides a deep dive into the current state of ABM, including a special focus on the three types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. The report shows a marked increase from the 2017 study in the number of companies adopting all three types, underlining the increasing popularity of blended ABM strategies that allow ABM-ers to scale their programs and optimize investment to achieve key business outcomes such as more engaged clients, larger pipelines, better win rates, and increased revenues.
ITSMA Senior Vice President, Rob Leavitt, and Jessica Fewless, Vice President, ABM Strategy, Demandbase, share highlights from the study and explore a number of questions from participants in this 60-minute webinar.
Key findings from the study include:
- Companies with active programs are allocating more than a quarter (28%) of their total marketing budgets to ABM
- Almost half of the survey respondents (46%) are now implementing more than one type of ABM
- Leading companies are increasingly implementing ABM for both new logo acquisition and expansion within existing accounts
- Although ABM is still in the early days, there’s great potential to grow with stronger teams, more effective approaches, and more blended strategies
- There are two types of convergence across different types of ABM: focus on both new and existing customers, and more balanced metrics
- Winning with ABM requires greater investments in more personalized approaches, expert skills, and appropriate tools and technology
- Collaboration is key–across marketing, with sales, and across the entire organization
The final conclusion? Believe the hype! Forty-five percent (45%) of respondents achieved more than double the ROI from ABM, so it’s clearly becoming a strategic tool for businesses that will continue to grow.