For example, as part of an ABM strategy, sales reps can provide marketing teams with data on customers, prospects, and those who didn’t purchase a product so marketers can create a targeted campaign that amplifies why your product or service is valuable and how it can help your target audience navigate everyday pain points.
While inbound marketing is vital to attracting the general public and your target audience to your site, service or store, account-based marketing can help you attract qualified prospects or leads who are more likely to purchase your product or service.
To show you just how beneficial account-based marketing (ABM) can be, while also educating you on the challenges it brings, here are 36 statistics you need to know.
36 Account Based Marketing (ABM) Statistics You Need to Know
General ABM Statistics
- 67% of brands leverage account-based marketing. ( HubSpot )
- “Research accounts” and “Identify target contacts” are the two main tactics used by marketers within an ABM model. ( HubSpot )
- Additionally, marketers strongly agree that personalized content (56%) and advanced data management (43%) are key to ABM success. ( Forrester )
- Most organizations only intentionally pursue 38% of their target accounts at any one time. ( TOPO )
- In 2022 , 33% of marketers who haven’t used it plan to invest in it for the first time.
- Organizations with a strong ideal customer profile (ICP) achieve 68% higher account win rates.
- Marketers strongly agree that personalized content (56%) and advanced data management (43%) are key to ABM success.
- 85% of marketers said ABM significantly benefited them in retaining and expanding their relationships with existing customers.
- 83% of marketers say ABM increases engagement with target accounts.
- The number one benefit of ABM is account engagement
- 57% of professionals say their companies estonia telemarketing list target 1,000 accounts or less with ABM. ( TOPO )
- However, the most common metrics used to measure ABM are revenue earned. ( HubSpot )
- Two other metrics that are most commonly tracked to measure ABM efforts are the amount of pipeline created and the engagement and interaction that was generated within the account. ( Engagio )
- In 2019, 7% of marketers reported a decline in dedicated staff for ABM teams, proving that this strategy is becoming mainstream and being implemented within regular processes. ( Forrester )
- In 2019, 40% of the average marketing team was dedicated to ABM. ( Engagio )
Benefits and challenges of ABM
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- Marketing and sales teams that take an ABM approach together can be up to six percent more likely to exceed their revenue goals than teams that are less advanced in ABM. ( Forrester )
- 62% of marketers say they can measure a positive impact from adopting ABM. ( Forrester )
- 80% of marketers say ABM improves how to avoid the fundamental attribution error in sales customer lifetime values, while 86% say it improves win rates. ( TOPO )
- 87% of account-based marketers say ABM initiatives outperform other marketing investments. ( ITSMA )
- One in five accounts targeted through ABM is considered a qualified sales opportunity. ( TOPO )
- However, organizations with a strong Ideal Customer Profile (ICP) , which is similar to the buyer persona , achieve 68% higher account win rates. ( TOPO )
- More than two-thirds (69%) of top-performing denmark business directory account-based organizations now have a dedicated leader for ABM. ( TOPO )
- 70% of companies that started account-based initiatives in the first six months of 2019 have dedicated ABM leaders. ( TOPO )
- 42% of companies that failed to achieve their ABM goals do not have dedicated leadership. ( TOPO )
- However, the most common challenge with ABM is delivering a personalized experience. ( HubSpot )
- The three main challenges of implementing ABM are creating a scalable strategy for multiple accounts, producing custom content, and coordinating programs across marketing, sales development, and sales teams. ( TOPO )