Gone are the days where Account-Based Marketing (ABM) was solely considered a buzzword in the world of marketing. It’s increasingly popular and valuable among B2B companies who are looking to target highly valuable accounts with personalized marketing campaigns. Whereas traditional marketing is casting a wide net, ABM is about catering to interactions with a few specific key decision makers.
If you’re wondering how ABM is actually faring in the wild, these stats pretty much speak for themselves! Higher ROI and revenue growth, increased customer engagement and marketing-sales alignment all contribute to the success of ABM. In this article, it dives into critical account based marketing stats that highlight the ability that this strategy can have, and what ABM can have in store for the future.
Account-Based Marketing is Becoming a Must-Have
B2B companies have flocked to ABM; it’s has become a staple in their marketing diets. This trend is largely driven by how successful it is in focusing on the best customer accounts and delivering outstanding returns. But just how common is ABM, on a practical level? Let’s look at the numbers:
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A report from SiriusDecisions found that 92% of B2B companies called ABM very important or extremely important to their marketing efforts.
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88% of marketers believe ABM generates a higher ROI than other marketing methods (ITSMA).
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70 percent of businesses even claim to have an ABM initiative already in place (HubSpot).
These statistics illustrate why ABM has emerged as a powerhouse in the world of B2B marketing. A more targeted approach, it means businesses are able to concentrate on quality over quantity when it comes to generating leads and customers.
ABM Stats on ROI and Revenue Increase
One of the top ABM benefits is the fact that this marketing approach has the potential to bring an outstanding return on investment and lead to revenue growth. The following ABM stats will underscore exactly why ABM is so effective for the bottom line:
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ABM provides a 97% better ROI than traditional marketing (SiriusDecisions).
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Firms with a solid ABM strategy see 200% more revenue compared to those without (Forrester).
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Nearly 85% of those who measure ROI say that ABM outperforms other marketing investments (ITSMA).
The numbers back up what marketers know anecdotally—ABM is all about revenue. Investing in the highly strategic, targeted approach, companies can influence key accounts and transform them into productive customers, increasing the profitability.
Better Customer Relationships and Engagement With ABM
ABM’s success is all about customer relationships. Using super personalised and focused techniques to reach key accounts, companies are able to build stronger engagement and relationship with their prospects.
Here are key stats that show the effectiveness of ABM in doing so:
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80% of business buyers expect companies to personalize interactions according to history of engagements (Salesforce). ABM makes it easy to do this by personalizing on every touchpoint.
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ABM campaigns facilitate deeper customer relationships, with 84% of businesses reporting it leads to higher retention rates (SiriusDecisions).
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ABM users generate stronger response from their target accounts (3x more) compared to companies working with take-it-or-leave-it marketing models (Demandbase).
These statistics illustrate why ABM has caught the eye of business professionals who don’t just want to land customers, but share meaningful and lasting relationships with them.
The Effect of ABM on Marketing and Sales Alignment
ABM is uniquely capable for enabling marketing and sales to work more closely together. Because ABM involves close collaboration between these two groups – and in the process brings their goals into alignment and a shared focus on high-value accounts – it addresses that gap between sales and marketing that always seems to exist.
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76% of companies see better marketing and sales alignment thanks to ABM, enabling both teams to focus on common goals (TOPO).
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Businesses who use ABM gain a 67% increase in conversion rates due to aligned sales and marketing (LeanData).
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With ABM, combined sales and marketing teams close deals 38% faster (Marketo).
When there’s significant alignment between sales and marketing, business is not just good; its accelerated.
These stats illustrate how ABM focuses on the big picture of business success and helps companies align everything they do to drive better results.
The Future Of Account-Based Marketing: Trends And Predictions
Though current ABM stats point to these benefits, the future is even more promissory for ABM, with the emergence of new technologies and trends will redefine the strategy.
Here are what you can expect in the years ahead:
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AI-Powered ABM – AI will emerge as a driving force behind personalized campaigns at scale, better account targeting and process automation.
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Further Integration with Martech – More closely integrated with other marketing technologies (e.g., CRM, marketing automation tools).
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Increased Emphasis on ABM-E – Account-based experiences (ABM-E), which focuses even more heavily on delivering personalized interactions throughout each phase of the customer lifecycle, will become more prominent.
Given these trends, ABM will be able to keep developing as companies perfect their strategies and find even greater levels of success.
Unlock the Potential of ABM for Your Company
Account-based marketing (ABM) is not a passing fad or a fly-by-night trend; it’s a meticulously developed, results-driven strategy that offers a host of unique advantages to B2B businesses looking to attract the best-fit clients. The numbers tell a clear story of ABM’s effectiveness at delivering ROI, creating stronger customer relationships, and unifying marketing and sales.
In the future, we will continue to see the nascence of transformational technologies such as AI and advanced analytics that will take ABM to the next level, providing organizations with new ways to win.
Is it about time you transformed your marketing strategy and started seeing some results from it? Then it may be time to embrace an ABM approach today. For those with a work in, or those looking to optimize a current plan, the data suggests the investment is worthwhile.
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