The top benefit of account-based marketing (ABM) is increasing engagement with target accounts, according to 83% of respondents to Account-Based Marketing Adoption, a new survey from Demandbase and research firm Demand Metric.
The results from the benchmark report show that ABM has moved swiftly up the adoption curve as B2B marketers using ABM are seeing increased revenue, with 96% of respondents reporting that ABM is a key driver of marketing success.
Additional study findings include:
- 71% of B2B organizations are using ABM, interested in adopting the strategy or are testing it;
- 60% of those who have leveraged ABM for at least a year attribute a revenue increase to its use; and
- 43% of those using ABM for three or more years report it impacts the entire funnel, compared to just 12% of those who have used ABM for two years or less.
“ABM is more than just a marketing strategy; it has become the cornerstone of most B2B marketing plans,” said Peter Isaacson, CMO at Demandbase. “By marketing to the accounts your sales team wants to sell to and measuring the results at the account level, B2B companies are driving alignment across the organization, improving customer experiences and growing their bottom line. As awareness of its benefits continue to grow, ABM is trending toward mass adoption.”
Jerry Rackley, Chief Analyst at Demand Metric, added: “The approach is critical for marketers who are constantly striving to produce better quality leads and engagement with those leads. More B2B marketers are recognizing what ABM is and what it can do for their business.”