B2B Brands Say ABM Produces Higher ROI

Account-based marketing (ABM)  a B2B practice that drives everything from email to in-person sales improves metrics on all fronts. But it requires a new set of tactics, according to a study released on Tuesday by TOPO. Of 150 ABM practitioners polled, 80% say ABM improves customer lifetime value, 86% say it lifts win rates, and 76% say it delivers higher ROI than a standard go-to-market approach But brands must adhere to best practices. For example, ABM users pursue only 38% of their target accounts at one time. And 78% have implemented account selection processes to help them prioritize their efforts.