Most brand marketers have heard of account-based marketing (ABM), a strategy for acquiring, retaining and nurturing high-value customers: it replaces old-fashioned lead-based marketing. But how many firms are actually using it?
Fewer than half, judging by Strategies, Tactics and Trends for Account-Based Marketing, a new study from Ascend2.
Of the companies polled, 21% say they have a measurable ABM program in place, and 24% are now rolling out an ABM pilot program.
Another 40% are planning to implement ABM at some undisclosed date in the future, and 19% are not.
Those using ABM are good at it, at least in their own telling: 23% say they are very successful, while 65% say they are somewhat successful and 6% say they're unsuccessful.
Email plays a role, and is doubtless used by both the sales and marketing sides.
This doesn’t only concern B2B, by the way — of the companies surveyed, 46% were B2B, 38% were B2C and were 16% both equally.
Why do they bother with ABM? Here are their goals:
Their main ABM challenges are in a slightly different order:
When targeting accounts for email and other forms of outreach, the most effective selection criteria are:
How do they measure success? The main metrics are:
Want to get started with ABM? You’ll probably need outside help, if this study is any indication. It shows that 57% use a combination of outside and in-house resources. Another 33% do it entirely in-house, and 10% rely exclusively on outside help.
Ascend2 and its Research Partners surveyed 293 marketers.