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The 2020 ABM Benchmark Study

October 13, 2020

As B2B continues to grow digitally, maintaining contact with key buyers and accounts has taken the utmost priority. With this shift, most companies have reinvented or started to reinvent their strategies to include more account-based programs in their marketing strategies.

The recent pandemic has also affected the way marketers carry out their marketing strategies, forcing them to get closer to their target accounts. B2B orgs are aligning their internal strategies with ABM to not only keep in contact with their target accounts, but also gain industry insights through consistent interactions with accounts of various industries and sizes.

As a result of these trends, companies in 2020 are doubling down on ABM as a means of reaching and engaging their current and new target accounts. According to Demand Gen Report’s 2020 ABM Benchmark Survey, 98% of respondents are currently using or plan to use ABM strategies. Fifty-seven percent of respondents are currently using a combination of demand generation tactics and ABM processes to streamline their marketing efforts.

Although marketers have been employing ABM for some time, more companies are looking at their peers for inspiration on the best tactics, tips and processes to improve their own account-based efforts. According to the survey, 51% of respondents said they have been doing ABM for 1-6 months to a year, while 49% have been employing ABM programs for two years or more. This is a major increase from the 2019 ABM Benchmark Survey’s 25% for 1 – 6 months, showing that more companies are attempting ABM plays/programs than ever before.

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