Account-based Marketing (ABM) Stats, Facts & Figures

Account-based Marketing (ABM) Stats, Facts & Figures

We as b2b marketers, are always on the lookout to search for better & new ways to market our products and services, generate quality leads and convert them into loyal customers. As the account-based marketing landscape has experienced a tidal wave of change over the last few years, it makes sense to look to research to identify trends and patterns that can help guide your marketing strategy. 

If you are looking for the latest ABM stats and trends, check out these fascinating account based marketing statistics that you should pay attention to:

  1. 80% of marketers that measure ROI say that ABM initiatives outperform other marketing investments. - (ITSMA)
  2. More than 90% of B2B marketers acknowledge account-based marketing as either important or very important - (SiriusDecisions)
  3. 27% of marketers said they were devoting between 11% and 30% of their total marketing budget to ABM. This metric was up from 19% in 2015, which shows that B2B marketers invested more heavily in account-based marketing in 2016 - (2016 State of Account Based Marketing (ABM) Study)
  4. 86% of marketing and sales professionals stated that B2B companies have begun utilizing targeted account strategies. - (LeanData)
  5. Almost 85% of marketers who measure ROI, describe ABM as delivering higher returns than any other marketing approach; half of these marketers cite significantly higher returns. - (ITSMA)
  6. ABM had higher ROI than other marketing activities, according to 97 percent of marketers in a survey - (Alterra Group)
  7. On average, the number of people involved in a large technology purchase has increased from five to seven - (IDC)
  8. Nearly 85% of marketers said ABM provided significant benefits to retain and expand existing client relationships - (Marketo)
  9. 52% of companies say they currently have ABM pilot programs in place, though only 20% of businesses have had an ABM strategy in place for more than one year…and they’re already seeing the value. - (SiriusDecisions)
  10. ABM directly addresses sales-marketing alignment, challenging the 50% of sales time wasted on unproductive prospecting - (MarketingProfs)
  11. Nearly two-thirds of B2B marketers identified engaging key decision makers as their top challenge (Forrester Research), which is becoming more difficult since the average B2B decision-making group includes 5.4 buyers. - (CEB Research)
  12. 86% of marketers surveyed believe that predictive analytics is central account-based marketing success. - (Forrester)
  13. B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth and 27% faster three-year profit growth.  - (SiriusDecisions)
  14. All companies practicing ABM claim alignment with sales, with 34% saying they’re tightly aligned. - (SiriusDecisions)
  15. 80% say that ABM outperforms other marketing initiatives. - (ITSMA)
  16. More than 90% of marketers believe that ABM is essential to B2B marketing - (SiriusDecisions)
  17. While 97% of marketers include output-based metrics on their dashboards, only 64% also include business impact metrics. The percentage drops to 39% and 21% for leading indicators and predictive metrics, respectively. - (ITSMA)
  18. Companies with ABM in place generate 208% more revenue for their marketing efforts. - (MarketingProfs)
  19. 84% of marketers said that ABM had significant benefits to retaining and expanding existing client/accounts relationships. - (Alterra Group)
  20. Only 0.75 percent of leads generated become closed revenue. - (Forrester)
  21. Generating high-quality leads is the number-one challenge for B2B marketers. - (IDG Enterprises)
  22. 20% of businesses have had an ABM strategy in place for more than one year and they’re already seeing the value. - (SiriusDecisions)
  23. Companies are 67% better at closing deals when sales and marketing teams are in sync. - (Marketo)
  24. Half of all companies currently have ABM pilot programs in place, but only 20% of those have had an ABM strategy in place for more than a year. - (SiriusDecisions)
  25. When ABM has been in use for at least a year, 60% of users reported a revenue increase of at least 10% & 19% reported a revenue impact of 30% or greater. It may take a little patience to see the yield, but most find the metrics are there. - (Demandbase in eWeek)
  26. 41% of B2B marketers worldwide said they would increase spending on ABM. - (ITSMA)
  27. More than 60 percent of B2B marketers surveyed said they plan to implement an ABM program within the next year - (Terminus)
  28. More than 60% of companies plan to invest in ABM technology. - (SiriusDecisions)
  29. Large companies are currently the heaviest users of ABM (41%), but small companies are the most aggressive testers (23%) - (Demandbase)
  30. 41% of B2B marketers worldwide plan to increase spending on ABM. - (eMarketer)
  31. B2B companies’ inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year, or $100 million for a billion-dollar company. - (IDC)
  32. Nearly two-thirds of B2B marketers identified engaging key decision makers as their top challenge (Forrester Research), which is becoming more difficult since the average B2B decision-making group in companies over 500 employees includes at least 11 people. - (Gallup)
  33. 92% of B2B marketers worldwide consider ABM “extremely” or “very” important to their overall marketing efforts. - (SiriusDecisions)
  34. 84% believe that ABM provides significant benefits for retaining and expanding current client relationships. - (SiriusDecisions)
  35. 70% of ABM users report that their sales and marketing organizations are mostly or completely aligned, compared to 51% of non-ABM users. - (Demandbase)
  36. ABM impacts the sales funnel the most in the mid-part (32%) or the entire funnel equally (29%). - (Demandbase)
  37. The top reported benefit of ABM by those using it is increased engagement with target accounts (83%). - (Demandbase)
  38. A vast majority of ABM testers (83%) and users (72%) have plans to increase their usage of ABM over the next year. - (Demandbase)
  39. 60% of those who have employed ABM for at least one year attribute a revenue increase to its use. - (Demandbase)
  40. 57% of marketers said they expect their marketing budget to increase in 2017. Comparatively, only 14% of marketers surveyed said they expected their marketing budgets to decrease. This means B2B marketing budgets as a whole are also increasing in 2017 also.
  41. For more than 90% of B2B buyers, the amount of their product research depends on the price of a purchase; as the price increases, the amount of research increases.
  42. 66% companies state that pipeline opportunities are a key benefit of ABM.
  43. Organizations with tightly aligned sales and marketing functions experience 36% higher customer retention rates and 38% higher sales win rates.
  44. 75% of B2B marketers cited that "working with sales to define account goals and plans" is a top priority and critical to success.
  45. 19% of companies using it reported a revenue impact of 30% or greater. Companies that deploy more comprehensive ABM strategies – especially ones aligned with sales. 
  46. 71% of B2B organizations interested in adopting ABM are testing it, or already using it.
  47. 70% Better marketing and sales alignment.
  48. 67% More qualified prospects.
  49. 59% Greater understanding of program performance.
  50. 55% More pipeline opportunities.

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