Account-Based Marketing Drives Marketing Success
More marketers are relying on ABM--83 percent of ABM testers and 72 percent of ABM users have plans to increase their usage in the next 12 months.Account-based marketing (ABM) has moved swiftly up the adoption curve, due in large part to business to business (B2B) marketers using ABM seeing increased revenue. The survey, conducted by Demandbase and research firm Demand Metric, found 96 percent of businesses surveyed reported that ABM is a key driver of marketing success. Additional study findings revealed that 71 percent of B2B organizations are using ABM, are interested in adopting the strategy, or are testing it. Of those who have employed ABM for at least a year, 60 percent attribute revenue increases to its use. The longer ABM is in use, the more its full-funnel impact is experienced-- 43 percent of those using ABM for three or more years report that it impacts the entire funnel, compared to just 12 percent for those who have used ABM for two years or less.
In addition, it appears ABM boosts sales and marketing alignment, with 70 percent of ABM users reporting that their sales and marketing organizations are mostly or completely aligned, compared to 51 percent for non-ABM users.