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 integrate ABM into your 2018 and 2019 B2B marketing strategies.
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 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.
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. Using the right B2B lead generation software with your ABM campaign can help you make sure your content connects with your leads.
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 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
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 ABM 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.
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 account based marketing software and other 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.
About the AuthorMore Content by Jesse Miller, Head of Digital