Account-Based Marketing (ABM) is one of the hottest trends in B2B marketing for a very simple reason: It works.
Some 84% of companies engaged in ABM say the ROI is higher than for other types of marketing and about the same number say both that it is already a key aspect of their marketing strategy and that its importance continues to grow. More than two thirds of companies will increase spending on ABM in 2016.
In response to the growing demand for ABM, companies have begun to develop three different approaches to enable faster program expansion and broader coverage of accounts: strategic ABM, ABM lite, and programmatic ABM.
At the same time, however, it is still early days for ABM. Most companies have only begun their ABM programs within the last two years; almost half just within the last year.
ITSMA’s new study, Fueling the Account Based Marketing Fire, documents the rapid growth of ABM, the development of the three approaches, and the challenges of scaling ABM programs beyond the initial pilot phase.
Based on survey data as well as in-depth interviews with leading ABM practitioners, the study provides detailed data on:
The importance of ABM
Types of ABM currently implemented
Impact of ABM on all of marketing
Size of the ABM budget
Technologies used to support ABM
Approaches to scaling ABM
Experience levels and stages of adoption for each type of ABM
Marketing and Sales alignment
The study report also provides insight into the key failure points that companies must overcome in scaling ABM programs and strategic recommendations to ensure program growth and success.
Survey invitations were emailed during March 2016 to ITSMA member and select non-member companies
112 primarily marketers at B2B technology and business services companies completed the survey
12 marketing leaders were interviewed by ITSMA, 8 are members of the ITSMA Account-Based Marketing Council