10 Astounding Account-Based Marketing Stats for Marketers

Anusree Bhattacharya | August 11, 2021 | Sponsored | 475 views

Sales and marketing have transformed. Marketers have had to adapt, modify their activities and lean into more collaborative interactions with sales teams in a way they haven’t done before. As events and direct channels are on the minor list of concerns, sales teams have become a principal marketing channel to reach accounts.

A quick look at Google trends shows you how Account-Based Marketing (ABM) has revolutionized the world of B2B marketing. It happened by going from non-existent to extremely popular in the last several years and hiked during the pandemic. With today’s buyer journey becoming progressively digital, B2B organizations are interested in ABM to deliver exceedingly personalized and focussed marketing campaigns.

The secret behind the burgeoning popularity of Account-Based Marketing (ABM) is how confident and versed marketers feel now while using it. While ABM persists as the hot MarTech topic since 2019, its influence grew during the pandemic. While it may seem all geek to new users, ABM offers rewarding opportunities for marketers.

As per the ABM evangelist, Sangram Vajre of Terminus, “If marketers embrace ABM methods, they will earn desired revenue in their businesses. I want to do everything I can to help make marketers heroes.

As per The B2B Lead, ABM directly inscribed sales and marketing alignment and challenges 50% of the time when sales wasted time against unproductive targeting.

ABM Drives Revenue, and Here’s the Proof:

If you are putting together an ABM strategy, such numbers would be handy. This blog gathers ten powerful Account-based Marketing stats that every marketer (you) should know as we land in 2021 (the post-pandemic era). So, to show you how beneficial account-based marketing can be, here you go.

10 Account-based Marketing Stats

92% of Marketing Leaders are More Focused at New Selling Process

Marketing leaders are now selling with vision to the executive level than what they did some years ago. As per a recent ITSMA report titled, “Engaging the C-Suite: 2019 Sales and Executive Engagement Survey Report”, 92% of marketing leaders mentioned that selling at the executive level is more critical to their sales strategy.

In today’s time, marketers are relying on ABM capabilities to capitalize on new market prospects. In addition, B2B businesses are designing and deepening their relationships around ABM to engage C-level executives more effectively.

90% Role of Marketers in ABM Today is Strategic

The role of marketers doing ABM is more strategic on particular programs. As per Alterra Group’s report, marketers need to demonstrate deep account and industry-specific expertise to create seamless ABM campaigns. To create account-relevant marketing messages, companies are bestowing more resources and snowballing the expenditure on ABM. Such expenditure is predicted to exceed that on other marketing technologies rapidly.

A Sturdy ICP has a 68% Higher Account...

Organizations with a strong ICP have 68% higher account marketing win rates. Modern marketing teams are now being measured on pipeline and revenue, not leads. This way, they are staying more focused on productive revenue growth at every stage of the funnel.

A Total Economic Impact report by Forrester found that prospects see an average 313% ROI by bringing go-to-market teams practicing account-based marketing tactics together to make marketing efforts efficacious.

69% of Top-Performing Account-Based Organizations have Dedicated Leaders

69% of top-performing account-based organizations now have a dedicated account-based leader. The Account-based marketing stats reflect that 70% of marketers who started their account-based initiatives in the past six months have dedicated leaders who are entirely dedicated to the market, having particular and focused accounts instead of a sea of buyers.

60% of Users Reported an Increase in Revenue

When ABM picked its pace in at least a year, 60% of its users reported a revenue surge of at least 10% & 19%, termed an impact of 30% or greater. In companies with a stout ROI from ABM, 75% measure pipeline generated and revenue, 67.5% measure meetings and target account pipeline are set, and 63% measure marketing qualified leads are gained.

As a result of this, approximately 70% of B2B marketers will pilot or launch full-sized account-based software and programs to target and engross groups of buyers in selected accounts.

62% of Marketers are Being Optimistic

They can easily measure the positive impact of account-based marketing tactics since adopting ABM. This has been the most efficient benefit of ABM observed up until now.

Forrester envisages that by 2025, the term "ABM" will evaporate as account-centric becomes the distinct way for B2B organizations to identify, plan, manage, and measure buying and post-sale motions for prospects.

80% ABM Budgets are Intensifying

After B2B companies saw the success of early programs, budgets devoted to ABM amplified by 40% year over year, from 20% in 2019 to 28% in 2020. This surge in investment reflects a confident attitude in return on ABM initiatives.

42% B2B Companies Favor Keeping Accounts in ABM Strategy between 50 and 500

As per the Demand Gen Report, 18% of B2B companies try to keep their accounts list under 50, 19% target a broad set of accounts, ranging between 1,000 and 5,000.

For a focused ABM approach, the report found that 42% of B2B companies try to keep their account list between 101 to 500. However, as this quantity varies depending on the size and scope of individual company deal sizes, these results will vary based on industry and product.

Companies Executing ABM Amplified ACV by 171%

B2B companies that have implemented ABM perceived a 171% rise in their Annual Contract Value (ACV) more significant than the pre-ABM ACV. In addition, ABM offers a boost to the pipeline rate, thus, enabling marketers to target prospects belonging to new revenue goals.

75% of B2B Buyers and 84% of C-level Executives Use Social Media

B2B buyers and C-level executives progressively rely on social media to harvest more information about products and services before making purchase-based decisions. 80% of buyers who had not yet used social media to research purchases are willing to use the right platforms.

As online mediums have become a progressive information preference of buyers, companies create profitable account-based campaigns to ignite the initiative.

A recent Social Buying Study from International Data Corporation (IDC) concludes that B2B buyers are the most active in using social media to support the buying process by having 84% superior budgets that made 61% more purchase decisions. This significantly influenced a greater span of purchase decisions than those buyers who did not use social media for their purchase process.

A Note About the Account-based Marketing Stats and COVID-19

April 2020, was just when all businesses were beginning to feel the effects of the pandemic. As a result, the COVID-19 impact has altered several perspectives, including budget, headcount, and prioritization. Yet, ABM programs have shown results with significant improvements in pipeline growth.

“If economic obscurity continues, these programs should persist as a core element of the Marketing strategy.” – Todd Berkowitz, Practice Vice President, Gartner

While COVID-19 is changing B2B organizations’ ability to stimulate sustained growth, it’s hoped that an account-based approach will significantly benefit your organization in the following ways:
  • Focus on your limited resources (budget, time, and personnel) on those companies to do business.
  • Target the accounts you already know. This will enable you to spend less money on demand-gen campaigns to generate new names.
  • Make the most of your team’s efficiency by scoring sales and marketing campaigns that work together to create the best buyer experience.

Frequently Asked Questions

How are account-based marketing stats measured?

Marketers use close rates when required to measure ABM efforts. Typically, the stats are gained by measuring the reachability of target accounts or specific contacts at those accounts. This gives you a percentage or a conversion rate by account, which further estimates how successful ABM efforts have been to date.

What are good ABM metrics?

  • The good ABM metrics are:
  • Marketing-qualified accounts
  • Real engagement of account
  • Velocity of Pipeline
  • Average selling price
  • Customer engagement rate

Why should we measure account-based marketing stats?

It is because ABM delivers ROI. For example, when there is a greater emphasis on defining Ideal Customer Profile (ICP), a properly structured approach to selecting account and value is aligned with what a prospect’s business needs. This results in gaining higher win rates.

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On January 30, 2023, Qualtrics, the leader inthe experience management category, announced that hundreds of organizations, including The BMW Group, Principal Financial Group®, and Farmers Insurance, selected its CX solutions in the fourth quarter of 2022 in order to create exceptional customer experiences during uncertain times. Bad customer experiences result in direct income loss since a bad contact may result in the loss of consumer loyalty and future spending potential. When companies lose clients due to negative experiences, they risk losing 6.7% of their annual revenue, or $3.1 trillion. Qualtrics is integral to how firms make mission-critical customer and employee choices and drive automated actions to protect their revenue, boost efficiency, and enhance operations. The CX platform from Qualtrics enables enterprises to collect customer feedback through surveys, online reviews, contact center interactions, social media, and more. The following companies chose Qualtrics in the fourth quarter to better understand people's emotions, effort, and purpose to provide more personalized and empathic experiences: The BMW Group is committed to customer-centric innovation and uses Qualtrics to monitor all aspects of its customer feedback. Principal Financial Group® aims to provide all of its clients with a uniform, contemporary digital experience. Freedom Furniture, one of Australia's largest lifestyle retailers, boosted its investment in Qualtrics CustomerXM in the fourth quarter to assist the firm in expanding its product line and profitability. Vera Bradley, a prominent women's lifestyle brand, invested in Qualtrics in the fourth quarter to consolidate more than a dozen sources of client feedback into a single platform. Farmers Insurance has implemented Qualtrics CX Discover across all of its contact centers in order to discover the top sources of friction in its customer service for agents and members. About Qualtrics Qualtrics, the pioneer and developer of the experience management category, is revolutionizing how businesses manage and enhance the four real business experiences: customer, employee, product, and brand. Over 18,750 companies use Qualtrics worldwide to listen, analyze, and act on experience data (X-data™)—the emotions, beliefs, and intentions that tell you why things are occurring and what to do. The platform is a system of activities that assists organizations in attracting customers who stay longer and spend more, engaging workers who create a great culture, developing breakthrough products that people want, and building a brand that people care about.

Read More

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Bidtellect, one of the leading demand-side platform and advertising technology firms, and Bombora, the pioneer in B2B intent data, recently collaborated with a financial services client to compare the effectiveness of contextual targeting and behavioral targeting in a head-to-head campaign test. The results demonstrate the efficacy of context-sensitive, cookie-free technology as a performance aid rather than a cookie substitute. The objectives of the campaign were to direct users to the client's landing pages and promote chatbot interactions. The contextual campaign used Bombora's contextual segments to accompany Bidtellect's bidding technology. Ultimately, Bombora and Bidtellect contextual technology drastically reduced the cost of driving users to landing pages, saving the client money and optimising return on spend. Director of Sales at Bidtellect, Jonno Burden, said, "Account-based marketing has historically been the default strategy for our B2B partners targeting decision-makers in their industry." He added, "Bombora and Bidtellect's double-pronged approach incorporating their contextual solution not only reaches potential clients via ABM targeting, but drives incremental conversions, engagement, and reach that are potentially missed. We were thrilled to see such great results with new converting clients." (Source – GlobeNewswire) Notable outcomes include eCPC (effective cost per click) and eCPM efficiencies, which resulted in 38% more impressions and an astounding 83% more clicks by the contextual test campaign than to the control campaign. In addition, the Bombora contextual test campaign performed 48% higher in landing page CPA (cost per acquisition) and 19% better in chatbot CPA than the behavioral control campaign. About Bidtellect Bidtellect is a performance-driven demand side platform (DSP) focusing on context-first optimization, cookieless solutions, and native programmatic. It is one of the industry leaders in premium supply quality and optimizing down to the placement level while providing extensive campaign insights across various KPIs for our brand, agency, and trade desk partners. Due to industry-leading brand safety technologies, premium supply quality, and better context capabilities, the company consistently surpasses rivals in almost every head-to-head performance test. About Bombora Bombora is the leading source of marketing and sales intent data for B2B companies. The company's data unify marketing and sales teams, enabling them to make decisions based on information about which businesses are actively investigating which products and the intensity of their research. Thus, marketers may leverage this data to drive more qualified demand down the sales funnel, while sales teams can prioritize accounts more efficiently and achieve higher-quality conversions. This information was compiled by the first cooperative of more than 5,000 premium B2B media suppliers.

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