ABM Leadership Alliance Announces Key Findings From 2020 ABM Research Study

Bhushan Salkar | January 15, 2021

ABM Leadership Alliance Announces Key Findings From 2020 ABM Research Study
ABM Leadership Alliance, the association of organizations driving the marketing business with ABM bits of knowledge and assets, today declares key discoveries from its 2020 ABM research study. Led in association with ITSMA, "Rethinking ABM for the Next Opportunity" is the fourth yearly ABM benchmark concentrate from the two associations. The current year's report depends on review data from in excess of 400 advertisers at B2B technology and business administrations organizations, for example, Adobe, Dell Technologies, Infosys, and that's just the beginning, alongside in-depth interviews with 24 driving ABM professionals.

"This year's report shines a light on how the many disruptions of 2020 impacted account-based marketers, as well as how they adjusted and recovered," says Jon Miller, chief marketing and product officer of Demandbase, one of the companies in the ABM Leadership Alliance. "The report findings reveal that despite 56% of respondents' ABM budgets experiencing change in 2020, organizations saw measurable business improvement in relationships (71%), revenue (55%) and reputation/brand (34%) thanks to ABM."

Perhaps the most convincing takeaways in the current year's report were the distinguishing proof of five vital rules for ABM experts to receive to quicken accomplishment one year from now and past:

Strengthen sales collaboration - The advertisers best with ABM work essentially more intimately with deals, in spite of the fact that most associations actually have work to do to react to difficulties in 2021.

Build a blended strategy - One kind of ABM – balanced, one-to-few, and one-to-many – isn't really more viable than another, yet the best projects utilize multiple, and 29% of the most noteworthy yielding projects utilize each of the three sorts. In 2021, 48% arrangement to receive a mixed methodology within any event two styles.

Invest in metrics - Seventy-three percent of the most noteworthy performing associations measure ABM ROI, with top measurements, by and large, zeroing in on the three Rs: revenue, relationships, and reputation.

Accelerate agility - The best ABM programs in 2020 moved quicker than the rest in moving concentration to various businesses and record bunches and presenting new strategies, for example, more modest, account-centered intuitive virtual gatherings and occasions.

Deepen account insight - Due to the speed of progress and exploring vulnerability, associations put a more grounded premium on record level examination and knowledge, with the best outcomes coming from organizations that put more into direct account insights, intent, engagement, predictive and data management.

"Even during the tremendous disruptions of 2020, ABM continues to prove its value as an essential strategy for B2B growth," says Rob Leavitt, SVP, Consulting at ITSMA. "One of the standout findings was that 76% of respondents reported seeing higher ROI with ABM than with other types of marketing. This speaks to the real potential of Account-Based Marketing and it's no surprise that companies are investing even more in ABM now as they look to the continued uncertainty of 2021."

To learn more, and read the entire report, please visit:

About the ABM Leadership Alliance:

The ABM Leadership Alliance was founded in 2016 to provide marketers with resources and insights into how to land and retain high-value customers through Account-Based Marketing. The Alliance also aims to help marketers better understand ABM and related technology solutions, along with how they can develop a successful ABM strategy and tech stack.

About ITSMA:

For more than 25 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships.


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