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: September 2017).
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.
- 92% of B2B marketers worldwide say that ABM is “extremely” or “very” important to their overall marketing efforts (SiriusDecisons, Apr 2015).
- 84% of marketers said ABM provided significant benefits to retain and expand existing client relationships (ITSMA, Nov 2015).
- 92% of marketers believe that ABM is essential to B2B marketing (DemandBase, Apr 2015)
- More than 60% of companies plan to invest in ABM technology (DemandBase, Apr 2015)
- 72% of marketers plan to increase their ABM budgets in 2017. (ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, Jul 2017)
- 41% of B2B marketers worldwide said they would increase spending on ABM (ITSMA, Jan 2015)
- 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, Apr 2015)
- 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)
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).
- 87% of marketers who measure ROI describe ABM as delivering higher returns than any other marketing approach. (ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, Jul 2017) (It was 83% in 2013).
- 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)
- 69% saw an improvement in annual revenue per account. (ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, Jul 2017)
Scaled Account Based Marketing (ABM)
- 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).
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).