Everyone likes stats. This is especially true for marketers as our chosen (or accidental) profession becomes more science and a little less art. So, for all you account-based-marketing skeptics who need a bit more convincing, here’s what the surveys are telling us.
92% of B2B marketers worldwide consider ABM “extremely” or “very” important to their overall marketing efforts. (SiriusDecisions)
84% believe that ABM provides significant benefits for retaining and expanding current client relationships. (SiriusDecisions)
Maybe this is why 52% of companies say they currently have ABM pilot programs in place, though only 20% of businesses have had an ABM strategy in place for more than one year…and they’re already seeing the value. (SiriusDecisions)
These numbers will grow since 41% of B2B marketers worldwide plan to increase spending on ABM. (eMarketer)
Perhaps this is because companies are 67% better at closing deals when sales and marketing teams are in sync (Marketo) …they also generate 208% more revenue for their marketing efforts. (MarketingProfs)
Heightened alignment via ABM is meant to directly challenge the 50% of sales time wasted on unproductive prospecting, which has historically caused sales reps ignore 50% of marketing leads. (101 B2B Marketing and Sales Tips from The B2B Lead)
Such lost sales productivity and wasted marketing budget costs companies at least $1 trillion a year. (101 B2B Marketing and Sales Tips from The B2B Lead)
…and B2B companies’ inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year, or $100 million for a billion-dollar company. (IDC)
All companies practicing ABM claim to be at least somewhat aligned with sales, with 34% saying they're tightly aligned. (SiriusDecisions)
Moreover, nearly two-thirds of B2B marketers identified engaging key decision makers as their top challenge (Forrester Research), which is becoming more difficult since the average B2B decision-making group includes 5.4 buyers. (CEB Research)
But a fully developed account-based marketing strategy enables marketers to engage key personas at their target companies, which is why more than 80% say that ABM outperforms other marketing initiatives. (ITSMA)
If these account-based marketing stats stoked your ABM interest but you don’t know where to start, this Account-Based Marketing Program Workbook will help get you up and running.