Account-Based Marketing: State of the Market

With the rise of ABM, marketers will be forced to dramatically change the way they go-to-market. There is a need for closer collaboration between sales and marketing, and content needs are changing to support a 1:1 approach because so much time and effort is focused on target accounts.

As marketers, we all know how difficult it is to convince other departments that what we need from them is worth their time. Getting everyone onboard is vital to a successfully implemented ABM strategy – but we can’t just say “ABM is great, believe me!” We need insights and evidence from real people who have executed an ABM strategy, and the numbers to prove ABM yields impressive results.

Fortunately for us, TOPO released their latest research report with convincing findings that support ABM adoption. The report features insights, results, and critical data points from real marketers who are using ABM. Below, are the four key findings from the research:

#1 ABM outperforms traditional marketing

The benefits delivered by traditional marketing methods were insignificant compared to benefits from an ABM strategy. With ABM, B2B marketers can expect a 171% lift in average annual contract value.

#2 ABM focuses on customers and prospects

By nature, ABM demands a deep understanding of a prospect’s business and pain and requires a personalized approach. In addition to focusing on new business, the report showed that B2B marketers leveraging ABM are also strengthening their relationships with current customers.

#3 ABM is driving positive organizational change

ABM success requires focused time and resources, alignment of sales and marketing, and buy-in from executive leadership. However, B2B marketers are actually citing the challenges of ABM as the drivers of positive organizational change, such as better organizational focus, greater sales and marketing efficiency, increased deal sizes, and shortened sales cycles.

#4 Time to value is shorter

Despite all the moving parts in an ABM strategy, from devising a plan to organizational alignment to execution, B2B marketers are seeing sales cycles that once took 18 months shrink to just 3.

You can download the full report here.