CORE ABM

Demand Spring Releases First Annual State of ABM Report

Demand Spring | September 20, 2022 | Read time : 03:00 min

State of ABM Report
Two-thirds of marketers have implemented ABM strategies in their organizations
 
BOSTON, MA – September 20, 2022 – Revenue Marketing consultancy Demand Spring today released their first annual State of Account-Based Marketing report.

Demand Spring surveyed marketers located across North America, from a variety of industries. From the 100 responses received, we learned that while two-thirds of respondents have implemented ABM as part of their marketing strategy, many marketers are still trying to determine the optimal execution for these strategies.

A number of key findings were uncovered in this survey:
  • One third of marketers have seen more than 50% return on investment through their ABM efforts.
  • 74% of respondents identified generating new business as the primary goal of their ABM strategy.
  • 53% of respondents reported that their ABM campaigns have generated more revenue than other marketing efforts.
  • 47% of marketers surveyed stated they have seen a moderate increase in sales and marketing alignment since implementing account-based marketing.

Choosing the right target accounts was the top challenge (46%) identified by marketers in their ABM efforts. The two other main challenges survey respondents faced were delivering a personalized experience (39%) and selecting the right content and assets (34%).

“With customers demanding better experiences throughout their buying process, Demand Spring felt it was time to see how B2B organizations are delivering on the promise of experience, and what role ABM is playing in their strategies,” said Tracy Thayne, Vice President of Strategy Consulting with Demand Spring. “This report is our first on ABM, so it establishes a baseline for follow-up research and offers strong insights for marketers just getting started with account-based execution.”

For more information, and to see a full copy of the report, visit https://demandspring.com/research/state-of-account-based-marketing-2/.
 
About Demand Spring
Demand Spring is an integrated Revenue Marketing consultancy that helps marketing organizations stand taller by enabling them to scale their ability to contribute to pipeline and revenue. Our team of Revenue Marketing Strategists, Content Marketers, and Marketing Technologists help our clients transform their marketing practices, deliver exceptional customer experiences, and drive revenue. For more information, visit www.demandspring.com

--
Nicole Baker
Communications Consultant
Demand Spring

Spotlight

With an uncertain economy, marketers at B2B enterprises are scrutinizing their 2023 strategy to get as much mileage out of their approach as possible. In our recent survey with Ascend2, we found that data is a major focus as is an investment in technology.

We found that 78% of large B2B marketing organizations (those with more than 1000 employees) experienced growth of 10% or more in 2022. After two years of marketing during a pandemic, many B2B brands found their footing in 2022 with a heavier reliance on digital channels and renewed spending from clients ready to move forward.

Spotlight

With an uncertain economy, marketers at B2B enterprises are scrutinizing their 2023 strategy to get as much mileage out of their approach as possible. In our recent survey with Ascend2, we found that data is a major focus as is an investment in technology.

We found that 78% of large B2B marketing organizations (those with more than 1000 employees) experienced growth of 10% or more in 2022. After two years of marketing during a pandemic, many B2B brands found their footing in 2022 with a heavier reliance on digital channels and renewed spending from clients ready to move forward.

Related News

CORE ABM, ACCOUNT BASED EXECUTION

Influ2 Presents a New Approach to B2B Sales and Marketing

Influ2 | December 14, 2022

Influ2, the first person-based advertising (PBA) platform today released “Beyond Alignment: A New Approach to Sales and Marketing for B2B,” a webinar addressing how organizations need to prepare for an economic downturn. The webinar, led by Dmitri Lisitski, CEO and co-founder of Influ2, and featuring Malachi Threadgill, principal analyst of account-based marketing (ABM) at Forrester, a leading global research and advisory firm, also discusses how businesses can structure their approach to B2B marketing, sales and customer success to drive revenue; how marketing can support sales through the funnel; and what metrics actually matter in a customer-focused organization. “Marketing and sales alignment is impossible if these teams focus on different stages of the funnel,” said Dmitri Lisitski, CEO and co-founder of Influ2. “Marketing and sales alignment is impossible if these teams focus on different stages of the funnel,” said Dmitri Lisitski, CEO and co-founder of Influ2. “True marketing and sales alignment arises when they talk to the same audience in the unified funnel where there is no hand-off between marketing and sales and MQL/MQAs are secondary, if not obsolete.” According to Forrester’s 2021 B2B Buying Study, 63% of B2B purchases have more than four people involved, a jump from just 47% in 2017. These buyers typically come from different departments and assume different roles: champions, influencers, decision-makers, users or ratifiers. Understanding these buyer personas and reaching each individual with personalized and compelling content requires insightful and actionable data. Customer data can also create efficiencies in the marketing and sales process. This is critical considering the number of buying interactions, including self-guided and personal interactions, has increased by tenfold since the pandemic started. “In our discussion, Malachi confirmed sales and marketing organizations are unaware of the inefficient processes occurring between their teams and the buyer. Marketing and sales too often take a siloed approach and simply hand the baton back and forth; however, in today’s ecosystem, companies need tightly aligned processes. After all, the buyers now decide what the journey looks like, and the control from the sellers is gone.” The webinar details marketing and sales alignment, prioritizing the buying group experience and how to achieve pipeline momentum. For more information on Influ2 or to request a demo, please visit influ2.com. About Influ2 Influ2 is a Person-Based Advertising platform for B2B companies that is purpose-built for B2B marketers who want to amplify their enterprise reach and revenue. It serves ads to specific decision-makers via display and social networks and provides sales with person-based and buying group insights that drive engagement within their target accounts. Where attention is finite, Influ2 helps you get in front of and drive engagement with people that want to engage with you. For more information, visit influ2.com.

Read More

ACCOUNT BASED ANALYTICS, ACCOUNT BASED DATA

Bombora Is Recognized as a Leader in 5 G2 Winter 2023 Reports

Bombora | January 19, 2023

On January 18, 2023, Bombora, the leading B2B intent data solutions supplier, was named as a leader in 5 G2 Winter 2023 Reports. For the eleventh consecutive marketing period, Bombora retained the "leader" position in the Grid® report for marketing account intelligence and the Grid® report for buyer intent data providers while maintaining the leadership position in the Grid® report for sales intelligence. Also, for the second straight quarter, the company was declared a leader in two mid-market grids. In addition, the business was recognized as a momentum leader in the Momentum Grid® report and a top performance in the Enterprise Grid® report. The company was mentioned in 56 total reports. G2 reports are based on reviews from the firm's customers. Clients commonly mention how the Bombora’s Company Surge® product aids in prospecting and account prioritization. Bombora CEO and co-founder, Erik Matlick, said, "We remain committed to providing the best possible product and service for our customers, and the G2 reviews show that this attention to detail is paying off." He added, "It's a big achievement to be called a leader in one category. To earn that distinction across five categories shows that we consistently deliver a best-in-class product that is helping businesses drive revenue and report on their efforts, even in uncertain economic conditions." (Source - Newswires) Marketing and sales executives may learn which companies are looking at the goods and services they and their rivals offer thanks to Bombora's Company Surge® data. With this knowledge, sales and marketing teams can be more consistent and relevant while enhancing performance across all activities. About Bombora Bombora is the premier provider of B2B marketing and sales Intent data. The company's data unify marketing and sales teams, allowing them to make decisions based on the knowledge of which organizations are actively studying what products and the intensity of their investigation. As a result, marketers can use this data to drive more qualified demand through the sales funnel, while sales teams can prioritize accounts more effectively and have higher-quality conversions. This data comes from the first cooperative of over 5,000 premium B2B media providers. Members provide content consumption and audience behavior data aggregated into more than 10,000 Intent themes. As a result, businesses can better comprehend their audiences, serve advertisers, and monetize their inventory.

Read More

CORE ABM

TrustRadius Empowers Self-serve Technology Buyers with Comprehensive Product Information and Tools

TrustRadius | January 09, 2023

TrustRadius, a B2B technology decisioning platform, has released a report called "2022 B2B Disconnect: The Age of the Self-Serve Buyer," which found that virtually 100% of technology buyers expect to find user feedback, specs, pricing, and product demos without having to engage a salesperson. As a result, TrustRadius has added more vetted, comprehensive product information beyond written user reviews to over 28,000 product pages, including pricing, interactive demos, product videos, user-generated video reviews, and security documentation. The report's findings show that there has been a big change in how buyers of technology work with B2B companies. The company has also introduced research boards, which allow buyers to evaluate alternatives and organize their research to streamline the decision-making process. TrustRadius has found that technology providers are able to connect with their target audience more effectively through its platform, increasing brand preference and reducing waste in go-to-market strategies. With its new features, TrustRadius is helping buyers and sellers in the B2B technology market get along better. "We introduced pricing on product profile pages in June 2021. Within a year, we saw a 288% increase in traffic to our pricing pages. In November 2022, outranking major review sites, TrustRadius' website yielded the highest referral traffic from organic search results, with buyers searching for product pricing. This is a clear signal that we are helping buyers make informed buying decisions." Mike Galyen, Chief Product Officer, TrustRadius Vendors using the platform have also seen cost-per-click savings, increases in organic traffic and conversions, and have had success in generating enterprise opportunities. TrustRadius wants to be the best B2B platform for making decisions about technology by giving buyers all the data, content, tools, and knowledge they need to make smart choices. About TrustRadius TrustRadius provides the most credible technology decisioning platform available, assisting buyers in making confident decisions by providing thorough, vetted product information as well as user-generated content contributed by other users. Technology providers now have the ability to tell their own unique stories, engage buyers with high purchase intent, and gain insights from their customers. Mayfield Fund, LiveOak Venture Partners, and Next Coast Ventures are the companies that have provided financial support to TrustRadius. This company was established by a group of highly successful businesspeople and is headquartered in Austin, Texas.

Read More