Third Annual ABM Benchmark Study: Moving to ABM Maturity

This document is available free of charge
  • Author(s) Rob Leavitt, Julie Schwartz & Donna Thach
  • Published December 10, 2019
  • 51 Pages
  • Category Strategy & Planning, Content & Communications, Engagement & Advocacy, Sales & Field Enablement, Hot Topics
  • Type Member Research, Benchmarking
  • 51 Pages
  • .PDF Format

Account-Based Marketing (ABM) continues to dominate the B2B marketing discussion, with new programs launching on a seemingly daily basis. Moving to ABM Maturity, the third annual ABM benchmark study from ITSMA and the ABM Leadership Alliance, demonstrates clearly that the primacy of ABM is for good reason: It works!

Companies continue to achieve great results in driving business success with ABM. And amid its rapid growth, ABM has matured substantially in recent years with the most experienced programs achieving even more substantial results as they continue to learn.

This report, based on both survey data and qualitative interviews with ABM leaders, describes the current state of ABM as well as insight and lessons learned from the most effective and the most experienced ABM programs.

The report provides essential data and guidance on ABM program objectives, spending, tools, tactics, challenges, metrics, and business results. The report also notes the differences across the three distinct types of ABM that have emerged in recent years: One-to-One ABM, One-to-Few ABM, and One-to-Many ABM.

Among other highlights, the report documents that companies practicing ABM are now dedicating 29% of their total marketing budgets to these programs and generating positive results across a wide range of business metrics.

The report also showcases the more substantial business results of the most experienced ABM programs, and the best practices of the most effective programs.

Looking toward 2020, the report identifies five strategic guidelines for ABM-ers to accelerate success next year and beyond:

  • Practice patience
  • Strengthen sales alignment
  • Invest in insight
  • Master multichannel
  • Build a blended strategy

Download the report today.

Want to learn more? Watch our webcast with a veteran group of ABM leaders discussing the key findings and recommendation: Moving to ABM Maturity: ITSMA & ABM Leadership Alliance 2019 ABM Benchmark Study.

This document is available at no charge.
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