2024 Account-Based Marketing Benchmark Survey
There’s a divide in the B2B marketing space surrounding account-based marketing (ABM): While some argue it’s still firmly in its buzzword days, our latest research suggests it’s a critical component of overall marketing strategies. According to the “2024 Account-Based Marketing Benchmark Survey,” 67% of practitioners currently utilize an ABM strategy — and an additional 26% plan to add one, with the bulk of that number hoping to pilot a strategy within the next year.
Notably, the research found that the line between ABM and demand generation is blurrier than ever — while the two used to co-exist in siloes, nearly half of the respondents (47%) noted that they integrated their demand gen and ABM processes to streamline marketing efforts. With that overlap in mind, this survey report will unpack:
- The shift toward a 1:1-focused account model to generate better, more targeted engagement;
- The new content formats and messaging practitioners are leveraging to better engage target accounts and increase relevance;
- How budget and resource constraints are spurring teams to prioritize expanding existing accounts instead of generating net-new contacts; and
- Why more businesses are onboarding new data solutions and third-party data providers to enrich and augment existing account lists.
