When it comes to account based marketing, its definition in recent years has become grey. New techniques have transformed it from a strategy used by the few for the largest prospects, to the many for a much larger group of prospects.
Most of the statistics out there come from the traditional definition of account based marketing rather than its newer scaled up cousin. I have therefore separated out stats specifically related to this Scaled Account Based Marketing (ABM) approach.
With more stats still coming in, we will continuously update this page.
(Last updated: November 2019).
You are welcome to use any of the stats from these pages, we would appreciate a link back.
If you are looking for social proof, there are plenty of marketers that already believe in account based marketing.
- 75% of practitioners have had their ABM strategy in place for less than a year, while 13% have been doing it for more than two years. (DemandGen Report 2017)
- 93% of B2B marketers worldwide say that ABM is “extremely” or “very” important to their overall marketing efforts (SiriusDecisons, Jan 2018).
- 84% of marketers said ABM provided significant benefits to retain and expand existing client relationships (ITSMA, Nov 2015).
- 60% of companies plan to invest more or significantly more in ABM in the next 12 months. (Sirius Decisions, Jan 2018)
- 72% of marketers plan to increase their ABM budgets in 2017. (ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, Jul 2017)
- ABM takes time. Whilst 23% of marketers saw significantly higher ROI within 2 years, 55% did after 2 years. (ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, Jul 2017)
- Account based budgets are rapidly expanding, with companies increasing spend by 41% in 2019. Due to early successes, organisations are doubling down on 2019 account-based investments. Budgets are focused on expanding current programs and extending account based into new segments (TOPO, Jan 2019)
- 56% of marketers strongly believe that personalised content is key to ABM success whilst 43% of marketers strongly believe that the key to ABM success is advanced data management (Forrester, September 2019)
Why Account Based Marketing (ABM)?
- On average, a B2B customer will regularly use six different interaction channels throughout the decision journey. 65% will be frustrated by inconsistent experiences (McKinsey, Feb 2015).
- In 2017, there are now on average 6.8 people in the sales process compared to 5.4 in 2016 (Harvard Business Review, 2017).
- 74% of business buyers conduct more than half their research online, yet 89.5% of purchases are still completed by a salesperson (Forrester, May 2015).
- Only 0.75% of leads generated become closed revenue (Forrester, Aug 2013).
- ABM had higher ROI than other marketing activities, according to 97% of marketers in a survey (Alterra Group, 2016).
- 89% saw an improvement in conversion rates of pipeline to closed deals for ABM accounts versus non-ABM accounts (Sirius Decisions Jan 2018).
- For more than 90% of B2B buyers, the amount of their product research depends on the price of a purchase; as the price increases, the amount of research increases (Salesforce, May 2016).
- 57% of sales and marketing professionals expressed doubts that their lead workflow is allowing them to create an ideal experience for customers. (LeanData, Apr 2017)
- 84% reported an improvement in reputation (brand perception, awareness and knowledge). (ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, Jul 2017)
- 74% saw an improvement in the number of relationships across accounts. (ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, Jul 2017)
- 91% stated that they saw a higher average deal size for ABM accounts versus non-ABM accounts (Sirius Decisions, Jan 2018)
- While the volume of content published continues to increase, new topic areas are getting rapidly saturated with content. (Content Trends Report 2018, Buzzsum, Mar 2018)
- Respondents indicate that account based improves customer lifetime value (80%), improves win rates (86%), and delivers higher ROI (76%) than a traditional go-to-market approach (TOPO, Jan 2019)
- Organisations with a strong Ideal Customer Profile (ICP) achieve 68% higher account win rates (TOPO, Jan 2019)
- 62% of Marketers surveyed say that they can measure a positive impact since adopting ABM (Forrester, September 2019)
- ABM demonstrates successful maturity as 55% of marketers rated their ABM as “established” compared to just 43% in 2018 (Forrester, September 2019)
- 77% of B2B marketers believe ABM has driven greater success for their target accounts (ITSMA, Nov 2018).
- 99% of marketers get a greater ROI from their ABM programs than all other types of marketing programs (ITSMA, Nov 2018).
- 45% of respondents with less than three years of ABM experience in their organisations are seeing at least double the ROI from ABM (ITSMA, Nov 2018).
- 80% of companies with three years or more ABM experience are seeing at least double the ROI from ABM (ITSMA, Nov 2018).
Scaled Account Based Marketing (ABM)
- 29% have integrated Demand Gen and Account Based Marketing processes to streamline marketing efforts (DemandGen Benchmark Survey 2017).
- When ABM has been in use for at least a year, 60% of users reported a revenue increase of at least 10% & 19% reported a revenue impact of 30% or greater (Demandbase & Demand Metric, Sep 2015).
- WP Engine used the Terminus account-based advertising platform to generate 28% more new opportunities from target accounts (Terminus). As a result of their ABM campaign, WP Engine saw:
- Engagement from 93% of the accounts on their target list.
- A 59% increase in open rates (from 27% to 43%).
- A 29% increase in reply rates (from 4.9% to 6.3%).
- 80% of ABM Marketers use 1-on-1 email outreach to communicate with accounts (2017 State of Account Based Marketing Survey, FlipMyFunnel).
- 71% of ABM marketers use phone calls or social media to communicate with accounts (2017 State of Account Based Marketing Survey, FlipMyFunnel).
- Annual contract value (ACV) saw a 171% uplift after implementing ABM programmes (TOPO, Nov 2016).
- As ABM matures, marketers are choosing to focus on fewer accounts: In 2019, 56% say they actively target 99 or fewer ABM accounts, compared to 47% who said the same in 2018 (Forrester, September 2019)
Account Based Retention
Account Based Marketing strategies do not just apply to successfully closing customers. It equally applies after the sale is closed.
- 84% of marketers said that Account Based Marketing had significant benefits to retaining and expanding existing client relationships (Alterra Group, Mar 2014).
Sales and Marketing Alignment
- 91% of those with an ABM program in place said they were “tightly” or “somewhat or moderately” aligned with sales (Sirius Decisions, Apr 2015).
- Companies with aligned marketing and sales departments on average generate 208% more revenue for their marketing efforts (MarketingProfs, Nov 2014).
- ABM directly addresses sales/marketing alignment, challenging the 50% of sales time wasted on unproductive prospecting (MarketingProfs, Jan 2016).
- Organisations with tightly aligned sales and marketing functions experience 36% higher customer retention rates and 38% higher sales win rates (SalesProfs, Jan 2016).
- Companies are 67% better at closing deals when sales and marketing teams are in sync (Marketo, 2017).
- Companies that optimise the marketing/sales relationship grow revenue 32% faster (Aberdeen Group, Mar 2016).
- 90% of respondents believe that alignment between sales and marketing is better with account based GTM versus traditional GTM (TOPO, Jan 2019)