Account-based Marketing (ABM) is working for at least some B2B brands.
Of all B2B marketers, 53% of users say ABM generates more revenue than other marketing efforts. And it produces decent return on investment — for some, according to State Of Account-Based Marketing, a study by Demand Spring.
Granted, 26% are unsure of the return on investment. And 26% say their ABM is 49% or less. But 17% enjoy ROI of 50% to 74%, and 12% generate more than 200%.
Meanwhile, 14% have ROI of less than 10%, and 4% from 75% to 100%. A mere 1% have a negative ROI.
Two-thirds of all B2B firms are now using ABM, the study says.
Of the B2B marketers polled, 27% began implementing ABM two years ago or more. Another 24% began between one and two years ago, and 15% began one year ago.
But 28% have not yet started — they plan to do so within the next year. And 6% do not currently have plane to start using ABM.
Their goals are:
Note: The sample for this survey is small: 100 respondents. But it may serve as a snapshot.
That said, the study shows that some brands are devoting a fair portion of their marketing budgets to ABM: 24% are allocating 50% to 74% to ABM. And 6% are spending from 75% to 100%.
However, 31% are devoting from 11% to 49%, and 23% are devoting less than 10%.
And ABM is used in a fair percentage of their marketing efforts:
How do they measure success? With these metrics:
Several of these metrics cover email marketing. For example, those on engagement and campaign results. Companies need a reliable email system that can be used by sales teams, and a real-time data feed.
As in all marketing, silos are an inhibiting factor. But some brands say ABM produces an increase in sales and marketing alignment: