Account-Based Marketing (ABM) Stats & Quotes That Show The Benefits

Written by Fes Askari

Aug 8 2016

account based marketing stats

What is ABM, and what key points do you need to understand before considering an ABM strategy?

Account-Based Marketing (ABM) is an increasingly popular presence in B2B marketing today. In the past, key account marketing was used by larger companies to target a select handful of major accounts. But today, improvements in technology and strategy have allowed that process to evolve. Now, ABM enables enterprise level organisations to implement personalised campaigns, targeted to the right high yield accounts and individuals - and at scale.

 

Related: Account-Based Marketing Guide

 

We’ve created a roundup of ABM quotes and statistics to give you an overview of the ABM landscape.

What is Account Based Marketing?

Account-based marketing is thinking of the account as a market of one. It’s about being laser-focused on their needs and deploying the most effective marketing tactics available to nurture value-added, pervasive conversations with key stakeholders.

  • Account Based Marketing is a strategic approach that coordinates personalised marketing and sales efforts to open doors and deepen engagement at specific accounts. - Jon Miller, CEO and Co-Founder, Engagio

 

  • Account-based marketing is thinking of the account as a market of one. It’s about being laser-focused on their needs and deploying the most effective marketing tactics available to nurture value-added, pervasive conversations with key stakeholders. This is the place where marketing and sales are at their closest, brought together by common goals and a crystal clear understanding of what success looks like. - Nick Panayi, Head of Digital Marketing and Global Brand, CSC

 

Related: Account-Based Marketing Tactics

 

  • In its purest form, account based marketing has been around forever. Account based marketing is simply instead of fishing with nets, we’re fishing with spears. You identify exactly the prospects you want to do business with and then you market very precisely and narrowly to them directly. - Matt Heinz, President, Heinz Marketing

 

  • Our definition of account-based marketing is just good marketing. If you only had one prospect to sell and market to, you would treat them with the same principles as outlined in ABM. It’s just aiming at a more well-defined area of that funnel, and treating your best buyers in a much more personal way. And we’re focusing on not only the lead but the account as a whole. - Justin Gray, CMO, LeadMD

 

Account Based Marketing is a strategic approach that coordinates personalised marketing and sales efforts to open doors and deepen engagement at specific accounts.

How Is ABM Growing?

92% of marketers consider ABM to be extremely or very important to marketing efforts.

  • 84% of B2B marketers believe ABM provides significant benefits for retaining and expanding current relationships. - Sirius Decisions

 

  • 92% of marketers consider ABM to be extremely or very important to marketing efforts. - Sirius Decisions

 

  • Less than 1% of leads turn into customers. So unless companies intend to spend a ton of resources, time and energy, ABM is the right strategy. - Sangram Vajre, CMO, Terminus

 

  • Half of all companies currently have ABM pilot programmes in place, but only 20% of those have had an ABM strategy in place for more than a year. - Sirius Decisions

84% of B2B marketers believe ABM provides significant benefits for retaining and expanding current relationships.

How ABM Aligns Marketing and Sales Teams

Companies are 67% better at closing deals when sales and marketing teams are in sync.

  • Companies with aligned marketing and sales departments on average generate 208% more revenue for their marketing efforts. - MarketingProfs

 

  • I define account-based marketing as total marketing and sales alignment around who are target customers and the efforts to go get them. They align with the same outcome in mind: to get a specific account as a customer. - Dave Rigotti, Head of Marketing, Bizible

 

  • Account based marketing is focused B2B Smarketing. I say “Smarketing” because ABM is all about focusing on the right accounts in collaboration with sales. ABM is not a solo activity. It's the combination and range of activities from advertising, direct mail, calls, emails, content - all centered around the ideal set of accounts that you believe has the need for your solution. It's quality over quantity in its most basic form. - Sangram Vajre, Co-Founder and CMO, Terminus

 

  • ABM drives marketers to align their targets directly with the same companies and accounts that sales has in their sights. Implemented well, it’s a version of forced revenue responsibility for marketers that is long overdue. - Matt Heinz, President, Heinz Marketing

 

  • Companies are 67% better at closing deals when sales and marketing teams are in sync. - Marketo

 

  • All companies practicing ABM cite a solid alignment between marketing and sales, with 34% saying they are tightly aligned. - Sirius Decisions

 

  • ABM directly addresses sales/marketing alignment, challenging the 50% of sales time wasted on unproductive prospecting. - The B2B Lead

ABM directly addresses sales/marketing alignment, challenging the 50% of sales time wasted on unproductive prospecting.

Understanding ABM Precision Targeting

ABM isn’t just about knowing which companies to target, but about which decision makers at those accounts to engage, and how to engage them.

  • A fully developed ABM strategy enables marketers to engage key personas at target companies, which is why more than 80% of marketers say that ABM outperforms other marketing initiatives. - ITSMA

 

  • ABM isn’t just about knowing which companies to target, but about which decision makers at those accounts to engage, and how to engage them. - Scott Vaughan, CMO, Integrate

 

  • Nearly two-thirds of B2B marketers identified engaging key decision makers as their top challenge. - Forrester Research

 

  • Account based marketing is more targeted and personalized versus spray and pray, where you’re just trying to capture anyone in your net. You’re being very specific about who you want to talk with, and it’s a way for sales and marketing to align on the target. - Meagen Eisenberg, CMO, MongoDB

 

  • To break down walls between sales and marketing, ABM is pretty close to a silver bullet in that it aligns programs’ dollars and focus behind the accounts that the sales teams cares about. So there's inherent buy-in. That said, ABM is only as good as your visibility into your highest potential accounts and best-fit customer segments, which gets clearer over time. So it’s most effective when deployed as part of a comprehensive set of targeting strategies. - Dave Karel, Head of B2B Marketing, LinkedIn Marketing Solutions

A fully developed ABM strategy enables marketers to engage key personas at target companies, which is why more than 80% of marketers say that ABM outperforms other marketing initiatives.

What Can ABM Achieve?

80% of marketers measuring ROI say that ABM outperforms other marketing investments.

  • Nearly 80% of marketers said ABM provided significant benefits to retain and expand client relationships. - Marketo

 

  • For more than 90% of B2B buyers, the amount of their product research depends on the price of a purchase; as the price increases, the amount of research increases. - Salesforce

 

  • 80% of marketers measuring ROI say that ABM outperforms other marketing investments. - ITSMA

 

  • When ABM has been in use for at least a year, 60% of users reported a revenue increase of at least 10% & 19% reported a revenue impact of 30% or greater. - Demandbase in eWeek

84% of marketers said that ABM had significant benefits to retaining and expanding existing client relationships.

How Does ABM Fit With Inbound?

Think of ABM as a tactic that you can combine within an Inbound campaign (or stand alone).

Like Inbound, ABM is all about generating quality, opportunities rather than quantity. But, ABM takes focus to the next level - instead of simply defining an anonymous buyer persona (a more general blend of real data and client insight) as you would in a regular Inbound campaign, ABM focuses in on a specific account; targeting an actual company or set of individuals.

 

Related: LinkedIn Account Targeting


In that sense, ABM turns the funnel upside-down, pinpointing a real-life ideal customer at the top of the funnel, rather than starting with a wider audience target.