Account-Based Marketing (ABM) is on the rise, and 94% of marketers say it is important to their objectives -- with 53% rating ABM as extremely critical, according to a study by Foundry titled As ABM adoption spreads, marketers find new value in data-driven insights.
In addition, 84% feel their ABM efforts have been very or extremely successful over the last 12 months.
HubSpot reports that 70% of marketers now use ABM, up from 15% a year ago, the study notes.
Of those polled by Foundry, 87% have increased their investments in the last 12 months, and 90% plan to do so in the next 12.
The goals driving ABM use include:
But there are challenges when using ABM:
Meanwhile, data use is improving, with 94% of marketers using more than one intent data source.
Intent data helps these firms:
On a regional basis, 15% of North American firms have more than three years of experience with AMB, versus 10% in EMEA. The biggest hurdle in North America is converting data to insights efficiently.
In EMEA, 48% rated AMB as extremely important. And 70% have a dedicated ABM team with three or more people, versus 63% globally.
In APAC, 63% rate ABM as extremely important to their marketing objectives. And 94% of users say they are satisfied with the results.
Foundry surveyed 500 marketers in North America (60%), EMEA. (20%) and APAC (20%) in September 2022.