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.
The Not Another State of Marketing Report 2021 from HubSpot shows that 70% of marketers now have an active account-based marketing program in place, compared to only 15% in 2020. What’s more, nearly all marketing leaders (96%) state that COVID-19 has greatly affected how they’re marketing their products and targeting accounts as digital marketers continue to shift and adjust their strategies to get leads.
But just like with other marketing concepts, there’s a lot of hype around ABM that makes people doubt its effectiveness, especially since they can’t implement it overnight. Instead, its stellar results and benefits accrue over time, so patience is vital (but worthwhile!).
So what can account-based marketing do for your company when you stick to it? To help you discover the answer, we’ve gathered 17 ABM statistics that will show you why you need to integrate ABM into your 2022 B2B marketing strategies.
ABM and ROI
1. Outperform your other marketing channels
Even as far back as 2017, an ITSMA survey where they found almost 87% of marketers that measured their ROI said their ABM initiatives outperformed some of their other marketing investments, with a third of those saying the difference was significant. So, as its results build over time, marketers agree that ABM’s many benefits are worth the wait, including improved team collaboration, processes and tools, and overall workplace efficiency.
2. Bring in higher ROI
The more B2B leads you attract, the larger the ROI, right? Wrong. Bringing in more leads isn’t always beneficial, but bringing in the right leads is.
And it's in bringing in the right leads that account-based marketing really stands out: 76% of B2B marketers have agreed ABM delivers a higher ROI than other marketing activities, whether they’re implementing a one-to-one, one-to-few, or one-to-many account-based marketing strategy (or a combination of all three).
ABM and Revenue
3. Generate more revenue
According to a webinar from Integrate and Heinz Marketing, 84% of companies believe their account-based marketing strategy provides significant benefits for both maintaining current client relationships and developing new ones. And since businesses using ABM generate 208% more revenue for their marketing efforts compared to those that don’t, it seems to be paying off.
4. See Long term returns
Account-based marketing is a long-term investment: Demand Metric found companies that have used ABM for at least one year have seen a 10% increase in revenue while 19% reported more than 30% 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. Using the right B2B lead generation software with your ABM campaign can help you make sure your content connects with your leads.
Case in point? A survey by CEB found 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
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.
It’s here where ABM shines. In one study, 75% of B2B marketers said using ABM allowed them to find and engage with the right buyers earlier in their buying process.
ABM and other results
7. Improve your reputation and relationships
Companies that use ABM have reported an 84% improvement in reputation and 80% improvement in customer relationships, due to implementing such things like client service management, automated list generations, or customer notifications.
These stats prove how vital it is to build trust with leads and customers through openly sharing updates and information about products and services. This openness with target accounts leads to strong, trusting relationships that last.
8. Increase the engagement with C-level executives
Probably one of the most important ABM stats 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
Forrester and RollWorks data found 58% of B2B marketers experienced larger deal sizes with ABM. And 56% expect tighter alignment between marketing and sales activity.
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 stronger, more qualified leads and client engagement, including 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, thanks to implementing strategies like lead scoring and other marketing methodologies.
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 2021 study by Demand Gen Report, 80% of marketers said that high-quality and easy-to-consume vendor content affects their purchasing decisions.
16. It takes time to see the results
Because all good things come to those who wait, there is often a range from when companies implement a full ABM program to when they see results. For example, it only took financial database Pitchbook three months to see a return on engagement, including a substantial increase in website visits. Yet it took 10 months for warehouse management software SnapFulfil to see similar engagement results and lead conversions.
17. Budget allocation for ABM is on the rise
With the increase of positive account-based marketing stats and case studies, organizations are quickly starting to dedicate greater percentages of their marketing dollars toward new marketing technology.
According to the Marketing Technology Implementation Survey from RollWorks, budgets strictly dedicated to new technology marketing increased moderately by 59% and significantly by 20%. This trend of using better technology reflects both the optimism and legitimacy of what ABM is doing for companies’ ROI.
Reading through the account-based marketing statistics above, there’s no doubt ABM represents a new opportunity for both marketing and sales teams to dramatically improve their numbers, especially compared to traditional demand generation.
In fact, with 93% of respondents of a SiriusDecisions survey stating it’s “extremely” or “very” important to their company’s success, more CMOs will be investing in account-based marketing software and other ABM technology in the years to come.
Have enough proof that ABM works? Now it's time to get started -- and the quickest way to do that is with our ABM Playbook: 10 Quick Plays for Big Wins complete with full-funnel ABM wins to learn from!