Account-Based Marketing Still a Top Priority for B2B Marketers

According to new studies, as more B2B marketers experiment with account-based marketing (ABM), they are allocating more of their budget to this technique.

(Demand Gen recently published “The 2021 Demand Generation Benchmark Study,” which revealed that for the majority of B2B marketers (61%),  ABM has seen higher budget prioritization in the last year.

In terms of engagement, webinars (53%) have proven to be the most successful for B2B marketers working to generate eligible leads. Lead nurturing campaigns (40%), case studies (30%), and videos (29% ) were all included on the list.

COVID-19 and Changing Marketing Investments

Even though more B2B marketers are turning to ABM to generate leads and enhance their company's overall bottom line, prior research shows that the COVID-19 pandemic has affected their strategies.

According to data from ITSMA and the ABM Leadership Alliance's 2020 benchmark report on ABM, 42% of marketers have changed their company priorities for ABM in reaction to the pandemic. Furthermore, 49% are now more focused on expanding enterprise across existing accounts.

Approximately 37% are focusing on promoting specific major opportunities or deals, while approximately 28% are changing their perception/strengthening their credibility for specific accounts. However, according to the same report, marketers' spending in ABM has remained stable, with 44% reporting no change in their ABM budget as a result of the pandemic.