Like a lot of new marketing trends, Account-Based Marketing (ABM) has gotten a lot of hype over the past few years. Unfortunately, the level of hype has caused many people to doubt its effectiveness. This reputation is unfortunate because ABM deserves a place in every marketing plan.
To help understand the benefits that ABM can have on your marketing strategy, we’ve compiled a few stats and articles for you. We hope that it will help give you a better understanding of its effectiveness, its impact to your businesses, the investment and execution needed for success, and why it seems to be always “trending.”
- According to 87% of account-based marketers, ABM initiatives outperform other marketing investments.
- In fact, 62% of marketers say they can measure a positive impact since adopting ABM.
ROI & Budget Buzz
- In 2019, companies dedicated 29% of their marketing budgets to ABM and saw an average increase of 41% in ABM budgets.
- ABM now accounts for 28% of total marketing budgets,
- It’s not hard to see why there is a lot of hyper surrounding ABM, 87% of marketers say that ABM delivers a higher ROI than most other activities.
Personalization + Content = Conversions
- According to DemandGen Report, 95% of buyers choose a provider that provides ample content to help them navigate through each buying stage.
- A survey by CEB found that buyers who received content specific to their needs were 40% more willing to buy from that supplier than stakeholders who didn’t.
- Marketers feel the same way about personalization – 56% of marketers strongly agree that personalized content is key to ABM success.
- ABM can help you reach the ever-coveted C-level executives. According to SiriusDecisions, 30% of marketers that worked in an account-based manner reported over 100% engagement increase with C-level targets.
Sales and Marketing Alignment
- Because of tie between sales and marketing is crucial for ABM success, 66% of companies have reported an increase in sales pipeline opportunities.
- According to Marketo and Reachforce, companies that use ABM become 67% better at closing deals when they sync their sales and marketing teams.
While many us are still refining our best practices for ABM or are still on the fence about implementing it into our mix, these stats help confirm the hype associated with ABM and it’s positive impact it can have for organizations.