ABM Benchmark Survey: As ABM Programs Mature, Practitioners Are Building Stronger Relationships & Generating Better ROI

ABM gets better with age — but unfortunately, practitioners don’t have the luxury of pouring it into an oak barrel for a couple decades to let it mature. Demand Gen Report’s “2022 ABM Benchmark Survey” uncovered that 59% of experienced practitioners (those with ABM programs more than a year old) indicated their ABM programs are meeting or greatly exceeding their expectations, while only 45% of novices (those with ABM programs less than one year old) could say the same.

There’s a definite correlation between mature ABM programs and more success. Specifically, experienced practitioners outpaced novices in three key categories:

  • Aligned sales and marketing teams (70% versus 44%);
  • Faster sales cycles (31% versus 24%); and
  • Stronger, more trustworthy relationships with accounts (48% versus 39%).

It’s clear that marketers who are committed to their ABM programs and willing to make strategic investments are the ones who see the most success. Throughout this survey, we’ll get a pulse on the current state of ABM and dissect key findings, such as:

  • A deep dive into the strategies and technologies ABM marketers are leveraging;
  • The shift toward more targeted, personalized assets;
  • How marketers are meeting buyers’ demands for self-service journeys; and
  • Primary measurement metrics.

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