Brands Are High On Account-Based Marketing, Study Shows

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:

  • Improve new account acquisition — 69%
  • Better win rates — 69%
  • Creating wider engagement within ICP — 65%
  • Upsell & cross-sell to existing customers — 64%
  • Accelerate pipeline — 60%



But there are challenges when using ABM: 

  • Prioritizing accounts — 46%
  • Gaining C-level involvement — 34%
  • Engaging target accounts — 32%
  • Acquiring opt-in contacts — 31%
  • Creating a target account list — 30%

Meanwhile, data use is improving, with 94% of marketers using more than one intent data source. 

Intent data helps these firms:

  • Align sales and marketing — 58%
  • Prioritize accounts for prospecting — 54%
  • Identify new accounts to target — 53%
  • Monitoring potential customer churn — 51%
  • Tailoring messages based on intent topics — 47%

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. 


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