B2B marketers are planning to invest in account-based marketing (ABM) this year, judging by Elevating ABM: Building Blocks For Long-Term Growth, a study from Momentum ITSMA and the ABM Leadership Alliance.
Of the companies polled, 71% will increase their ABM spending, with average budget growth of 13.1%. And 50% will allocate more for staff, with an average boost of 9.7%.
But serious challenges remain, including:
Asked to rank their ABM objectives on a scale of one to five, they listed:
The study lists three types of ABM: One to one, one-to-few and one-to-many. Each is used to some extent by 54%. But only 18% utilize all three types, while 29% deploy two and 53% are limited to one.
Email newsletters are a mainstay at all three levels.
They are first in use in one-to-few ‘and one-to-many ABM programs, and third in one-to-one ABM. In the latter, they are topped only by account-specific (bespoke) content and thought leadership, and executive-to-executive relationship programs.
Few ABM practitioners have complete tech stacks, although more than 60% have CRM, website, email and account insights technology. The top tech investments for 2023 are:
Momentum ITSMA and ABM Leadership Alliance surveyed 279 ABM heads and practitioners in August 2022.
The full report can be accessed here.