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New Report Shows ABM is Driving Greater Customer Success

December 06, 2018 / MTS STAFF WRITER

ITSMA, the B2B marketing leadership community that pioneered Account-Based Marketing (ABM) in the early 2000s, and ABM leader Demandbase, released, in collaboration with the ABM Leadership Alliance (ABMLA), a research study titled ‘2018 ABM Benchmark Study’. The study found that 77 percent of B2B marketers believe ABM has driven greater success for their target accounts. ABM programs now account for more than a quarter of total marketing budgets, and ABM principles are influencing the way B2B firms go to the market overall. B2B marketers are deploying more sophisticated ABM strategies, as 46 percent target accounts across multiple tiers, up from 35 percent in 2017. These tiers include One-to-One, One-to-Few, and One-to-Many. However, the research also indicates that ABM is still relatively new to most marketers, as 52 percent of respondents have implemented ABM for less than a year.