Fueling the Account Based Marketing Fire

  • Author(s) Julie Schwartz
  • Published April 8, 2016
  • 82 Pages
  • Category Engagement & Advocacy, Marketing Operations, Sales & Field Enablement
  • Type Member Research, Benchmarking
  • 82 Pages
  • .PDF Format

Account-Based Marketing (ABM) is one of the hottest trends in B2B marketing for a very simple reason: It works.

Some 84% of companies engaged in ABM say the ROI is higher than for other types of marketing and about the same number say both that it is already a key aspect of their marketing strategy and that its importance continues to grow. More than two thirds of companies will increase spending on ABM in 2016.

In response to the growing demand for ABM, companies have begun to develop three different approaches to enable faster program expansion and broader coverage of accounts: strategic ABM, ABM lite, and programmatic ABM.

At the same time, however, it is still early days for ABM. Most companies have only begun their ABM programs within the last two years; almost half just within the last year.

ITSMA’s new study, Fueling the Account-Based Marketing Fire, documents the rapid growth of ABM, the development of the three approaches, and the challenges of scaling ABM programs beyond the initial pilot phase.

Based on survey data as well as in-depth interviews with leading ABM practitioners, the study provides detailed data on:

  • The importance of ABM
  • Types of ABM currently implemented
  • Impact of ABM on all of marketing
  • Size of the ABM budget
  • Technologies used to support ABM
  • Approaches to scaling ABM
  • Experience levels and stages of adoption for each type of ABM
  • Marketing and Sales alignment
  • Campaign tactics
  • Key metrics

The study report also provides insight into the key failure points that companies must overcome in scaling ABM programs and strategic recommendations to ensure program growth and success.

Study Methodology

  • Web-based Survey
    • Survey invitations were emailed during March 2016 to ITSMA member and select non-member companies
    • 112 primarily marketers at B2B technology and business services companies completed the survey
  • Qualitative Interviews
    • 12 marketing leaders were interviewed by ITSMA, 8 are members of the ITSMA Account-Based Marketing Council

Participant Offer for Members

This report is available for no additional fee to current ITSMA members that responded to this survey.
Member Participantsrequest a copy of the report (no additional fee). Orders will be processed the next business day.

  • Adra
  • AIRS group ingenieria
  • Allocadia
  • Apttus
  • Atos
  • Attend
  • Avanade
  • Avaya
  • BigPanada
  • Black & Veatch
  • Capgemini
  • Celsius
  • Ciena
  • Cisco Systems
  • Clear Peak
  • ClearStructure Financial Technology
  • Cognizant
  • Corvil
  • CPQD
  • SCS
  • DataArt
  • Dell
  • Deloitte
  • Diebold, Inc.
  • Dimension Data
  • Domo
  • Elsevier
  • Ethinos
  • Falconry Group
  • FIS
  • Fujitsu
  • Genpact
  • Gigamon
  • Heroes Hill
  • HPE
  • Huddle
  • IBM
  • IFC
  • ImageWare Systems
  • InsideUp
  • Intelex
  • Invetech
  • Juniper Networks
  • KERN
  • Keysight
  • Kirsch Associates
  • Konica Minolta Business Solutions UK
  • KPMG
  • Lionbridge
  • Meridium
  • Microsoft
  • National Instruments
  • Netapp
  • Netmagic IT Services Pvt., Ltd.
  • NetSuite
  • NIIT Tech
  • Optimizely
  • Oracle
  • Pacific Resources
  • Panviva
  • Paradigma Digital
  • Perficient
  • Persistent Systems
  • Peter Strohkorb Consulting International
  • Point Balance
  • PropelGrowth
  • QmaticAB
  • Rapid7
  • Response Capture
  • Revegy
  • Rocket Fuel
  • Sana Commerce
  • SAP
  • Seagate
  • SITA
  • Summa
  • Symantec
  • Tata Communications
  • TechnologyAdvice
  • The BioTeam, Inc.
  • The Brooks Group
  • Thirdware Solution, Inc.
  • Tieto
  • Trend Consulting
  • TrendKite
  • Triumvirate Environmental
  • Trizetto/Cognizant
  • Veeva
  • Veritas
  • Verizon
  • Violin Memory
  • VMware
  • Wipro
  • Xerox


This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
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