Account-Based Marketing (ABM) is fast becoming business as usual for B2B marketing organizations. Started as a key account-focused approach by a handful of B2B pioneers in the early 2000s, ABM is now maturing into a mainstream strategy that companies are using both to win new accounts and grow existing clients of all types and sizes.
For companies now investing in ABM, programs are taking a substantial share of marketing budgets and ABM principles are beginning to influence the way B2B firms go to market overall. This annual benchmark study, based on both survey data and qualitative interviews with ABM leaders, highlights the continued investment in ABM, with ABM-ers reporting their programs now accounting for 28% of the entire marketing budget. Driving that investment is the value companies are receiving from their programs, including substantially greater ROI as well as higher levels of customer success, advocacy, and innovation.
The report, developed by ITSMA and the ABM Leadership Alliance, provides an essential review of the current state of play with ABM, with data and insight on such issues as account coverage, sales collaboration, essential skills, tools and technology, campaign tactics, program challenges, metrics, and business benefits.
The report also digs into 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 in the number of companies adopting all three types this year, 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.