17 ABM Statistics that will make you rethink your 2018 strategy

Search for the term “account-based marketing” in Google Trends, and you will see that in the past three years it went from non-existent to very popular.

But just like with other marketing concepts, there’s a lot of hype around the topic that makes people doubt its effectiveness.

To help you discover what account-based marketing (ABM) can do for your company, we’ve gathered 17 ABM statistics that will show you why you need to get started with ABM this year.

 

ABM and ROI

1. ABM outperforms your other marketing channels

Even as far back as 2014, ITSMA developed a survey where they found almost 85% of marketers that measured their ROI said their ABM initiatives outperformed some of their other marketing investments, with 50% of those saying the difference was significant.

 

2. ABM brings a higher ROI

The more leads you attract, the larger the ROI, right? Wrong. Bringing in more leads isn’t always beneficial, but bringing in the right leads is.

To this extent, ABM stands out: 87% of B2B marketers have agreed ABM delivers a higher ROI than other marketing activities.

 

ABM and Revenue

3. Generate more revenue

According to FlipMyFunnel, companies using ABM generate 200% more revenue for their marketing efforts compared to those that don’t.

 

4. Long term returns

ABM is a long-term investment: DemandBase found companies that have been using ABM for at least one year have seen a 10% increase in revenue while 19% reported over 30% of revenue growth.

 

ABM and Leads

5. Make your leads more likely to convert

One of the main goals of ABM is to deliver tailored content to the right stakeholders so they can continue to move further into the sales funnel.

A survey done by CEB found that individual stakeholders who perceived supplier content to be tailored to their specific needs were 40% more willing to buy from that supplier than stakeholders who didn’t.

 

6. Increase your lead’s engagement

In order to close a five or six-figure deal, salespeople take a long time meeting, discussing, and negotiating with prospects. Engagement, in other words, is what makes the difference between sales that go through and those that don’t.

DemandBase found 83% of companies say the main benefit of using ABM is increasing the engagement with their target accounts.

 

ABM and Other Results

7. Improve your reputation and relationships

Companies that implement ABM have reported an 84% improvement in reputation and 74% improvement in customer relationships.

 

8. Increase the engagement with C-level executives

Probably one of the most important ABM statistics in this list is how ABM helps you reach C-level executives. SiriusDecisions found 30% of marketers that worked in an account-based manner reported greater than 100% engagement increase with their C-level targets.

 

9. ABM increases average deal size

SiriusDecisions has reported 91% of marketers that use ABM have indicated a larger deal size, with 25% stating their deal size being over 50% larger.

 

Marketing and Sales Alignment

10. Get more leads and opps

Thanks to closer work between sales and marketing, 66% of companies have reported that the key benefit of ABM is an increase in pipeline opportunities.

 

11. Increase your retention and sales win rates

By aligning sales and marketing teams through ABM, companies experience a 36% higher customer retention rates and 38% higher sales win rates.

 

12. Save your marketing and sales team’s time

While most sales teams tend to spend hours analyzing the prospects sent by their marketing teams, ABM helps reduce up to 50% of sales time wasted on unproductive prospecting, which historically has caused sales to ignore 50% of marketing leads. 

 

13. Close more deals

A joint Marketo and Reachforce study found companies that use ABM become 67% better at closing deals when they sync their sales and marketing teams.

 

14. Grow faster

A study done by SiriusDecisions found B2B organizations with tightly aligned sales and marketing operations grew their revenues 24% faster in a three-year period compared to those whose teams work separately. What’s more, these same companies increased their profits 27% faster during the same three-year period.

 

ABM in Context

15. Provide the right content at the right time

According to a study done by DemandGen Report, 95% of buyers choose a solution provider that provides them with ample content to help navigate through each stage of the buying process.

 

16. It takes time to see the results

According to a study done by Demandbase and Demand Metric, the longer ABM is in use, the more its full-funnel impact is experienced, with 43% of those using ABM for three or more years reporting that it had impact on their entire funnel.

 

17. Budget allocation for ABM is on the rise

With the increase of positive stats and case studies, organizations are quickly starting to allocate greater percentages of their marketing dollars toward ABM.

According to SiriusDecisions, in 2016, 33% of companies allocated at least 30% of their marketing budgets to ABM, while in 2017 that number increased up to 52% — a 57% year over year increase.

 

Next Steps

Reading through the ABM statistics above, there’s no doubt ABM represents a new way opportunity for both marketing and sales teams to dramatically improve their numbers.

With more than 60% of companies planning on investing in ABM technology, it’s time you get started too.

If you’re curious how other B2B companies have already started running ABM campaigns, you can browse through The Big Book of ABM Campaigns, which was co-written with Bizible, Datanyze, LiveRamp, and Radius. It includes 5 ABM campaigns that each company actually ran, along with pictures and lessons learned.

Best ABM vendors

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Tech Stack Tuesdays: Communication Tools

Welcome back to Tech Stack Tuesdays, a series where we break down great tech that’s helping  companies grow and work better.

This month we’re highlighting tools that help with communication. In the past 10 years, the AdRoll Group has gone from being an idea to a company with more than 100,000 customers and 700 employees. Although that growth was amazing, it has also presented a ton of communication challenges.

Thankfully the communication tools in this list have not only helped us overcome those challenges, but also to thrive despite those challenges. Here are our top picks from the communication tools we’ve tried so far.

Zendesk

With with more than 119,000 customers, Zendesk is one of the most popular customer service software companies in the world. Zendesk helps track, prioritize, and solve customer support tickets through chat, phone, and email.

 

Zendesk is actually a lot more powerful than most people think.

At RollWorks, we don’t just use Zendesk for external communications with our customers, we also use it as an internal tool to improve onboarding, make requests of other teams, and manage projects.

Two of our team members, Sam Cho, our Implementation Project Manager, and Vanessa Compean, our Product Marketing Manager, have shown us how they use Zendesk to manage our customer relationships.

Sam and Vanessa said they’ve been delighted with Zendesk’s user interface (UI), which makes the customer-facing management process seamless and easy to manage. In addition, they’ve rolled out Zendesk internally to other teams, such as legal, finance, SMB, and more. Now, when an employee needs to make a request for legal review, for instance, they can just submit an internal Zendesk ticket and the request instantly gets added to the legal team’s queue.

We are currently planning to connect Zendesk with other AI technologies to automate our communications. That would allow our customers to get an immediate—and, most importantly, useful—response, adding yet another layer of support to the existing ones.

Since the deployment of Zendesk, our customer satisfaction was hovering around 93-94%. It seems we aren’t the only company that likes their service: according to G2 Crowd, Zendesk has an average rating of 4.2 out of 5 stars, taken from 870 reviews.

Chorus

Self-described as the “Platform for VPs of Sales,” Chorus helps companies automatically record, transcribe and analyze sales meetings in real-time.

Christi Moot, the Head of Training and Sales Enablement, explained Chorus has helped us centralize all of our sales calls information, thus providing a scalable coaching platform to new sales reps.

 

While in the past we used to train new sales reps by using fake scenarios, now we have actual information from real sales calls that show the pushbacks and other challenges that show up in real time.

What’s even more amazing about Chorus is that thanks to the sales transcriptions we get, our marketing teams can build sales enablement material based on the actual challenges and questions that come up in our sales calls. This information has been crucial in helping align sales and marketing, especially when it comes to developing our ABM program.

While Chorus is still a relatively new company, it’s slowly becoming more popular in the industry. In G2 Crowd, Chorus has gotten an average review of 4.5 stars from 46 reviews, which shows a lot of potential in the future of the tool.

 

Slack

This one is a no-brainer. If your team is still using email as your main form of communication, it’s definitely time for an update.

Slack has been a game-changer to company communication by providing a simple and effective chat tool for companies both small and large alike. In a few short years after its launch, Slack surpassed the 6 million daily user mark, becoming the most popular and widely-adopted chat software tool.

According to Amber Carson Miller, our Senior IT Administrator, before Slack we had some of our teams using Skype while others were using Google Chat, both of which complicated our communication flow. It was also hard to create chat groups, which meant people couldn’t discuss specific topics in a centralized place.

Nowadays, Slack has allowed each internal group to have their own communication channels, creating a sense of community that wasn’t possible to achieve with the previous tools.

In Amber’s words, “I never felt close to other coworkers who worked in other countries, but once I started using Slack it felt like I knew these people and it felt like they were working right next to me.

Slack has also helped us coordinate the launches of some high-touch projects, like our new brand RollWorks. Launching a new brand is hard enough, but communicating about launching a new brand is even harder. As we geared up to launch RollWorks, now a division of the AdRoll Group, we used Slack non-stop.

We had to create brand new communication channels between teams that only spoke together on occasion, such as product, legal, finance, C-suite executives, marketing, sales, revenue operations, and many more. In the last 30 days alone we registered 883,295 messages sent in Slack.  

In addition to project-related communication, Slack has also been a huge driving force in our company culture. It allows employees to talk about activities unrelated to work, which helps form relationships and friendships beyond the job description. We have many channels such as #dogs-of-adroll #cartalk #happyhours #parenting #golden-state-warriors #nfl and much more.

We currently have 993 members that are part of 1687 public channels, 1000 of which are being actively used. We also have 117 integrations with tools as diverse as Zendesk, Guru, Jira, and Trello.

The popularity of Slack is indisputable: in G2 Crowd, it has gotten an average rating of 4.5 from 9770 reviews.

 

Conclusion

Zendesk, Chorus, and Slack have made both our internal and external communications much easier to manage, which has helped us increase our team’s productivity as well as our feeling of community. If your company needs to improve its communication, we highly recommend you consider the 3 tools above.

If you’re curious about other tools that make our organization tick, you can read about the organizational tools we use.