Account-Based Advertising Statistics

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Account-Based Advertising Statistics 2023: Facts about Account-Based Advertising outlines the context of what’s happening in the tech world.

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Top Account-Based Advertising Statistics 2023

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Account-Based Advertising “Latest” Statistics

  • In 2020, around 70% of businesses adopted account-based marketing strategies, with the top two ABM approaches being account research and finding target contacts.[1]
  • Companies with 39% team engagement in ABM had poorer ROIs compared to demand base respondents who claimed that 61% of their teams were taking part got 2X ROIs.[1]
  • To conclude, we’ll leave you with one more statistic compared to 2020, just 9% of businesses with late maturity programs specified lead generation as a KPI for their ABM program.[1]
  • The Terminus account-based advertising technology was used by our ABM superheroes at WP Engine to create 28% more new possibilities from target accounts.[2]
  • Large businesses are the most popular target market for account-based advertising, with a CAGR of 11.1% and a projected CAGR of 10.2%.[3]
  • Types of native advertising markets by the end of 2032, the market for native advertising is predicted to be worth more than USD650 billion.[3]
  • By 2022, native advertising revenues are expected to exceed USD100 billion, growing at a CAGR of 375% over the next ten years.[3]
  • 42% of those surveyed said that the epidemic had altered their ABM goals. 49% of marketers have changed their goals to concentrate more on expanding business with current clients. ABM provides 97% better ROI compared to other marketing initiatives.[4]
  • Seventy of the businesses that launched account-based initiatives in the first half of 2019 had dedicated ABM executives.[4]
  • Only 42% of respondents are interested in lead generation, compared to 82% who are interested in new business generation.[4]
  • ABM beats other marketing initiatives, according to over 85% of marketers that measure ROI. ABM had a greater ROI than other marketing initiatives, according to 97% of the marketers polled.[4]
  • Less than 7% of salespeople said that the leads they got through marketing were of outstanding quality.[4]
  • According to a SiriusDecisions survey, B2B companies with closely coordinated sales and marketing operations had a 24% quicker three-year revenue growth than those whose teams operate independently.[5]
  • A 2021 survey by demand gen report found that 80% of marketers claimed that vendor material that is of good quality and simple to read influences their purchase choices.[5]
  • 84% of businesses feel their account-based marketing approach offers major advantages for both preserving their existing client connections and fostering new ones, according to a webinar from integration and Heinz marketing.[5]
  • A long-term investment is account-based marketing. Demand metric discovered that businesses using ABM for at least a year had a 10% boost in sales and that 19% reported revenue growth of above 30%.[5]
  • And it seems to work as companies adopting ABM bring in 208% more money from marketing than those that don’t.[5]
  • Companies who use ABM to coordinate their sales and marketing teams get stronger, more quality leads, client engagement, and 36% higher customer retention rates as well as 38% higher sales win rates.[5]
  • Due to improved collaboration between sales and marketing the major advantage of ABM, according to 66% of businesses, is an increase in pipeline prospects.[5]
  • 96% of marketing executives say that COVID-19 has significantly changed how they sell their goods and target clients as digital marketers continue to reevaluate and revise their lead generation techniques.[5]
  • ABM helps to reduce up to 50% of sales time spent on ineffective prospecting, which traditionally has led sales to disregard 50% of marketing leads. While most sales teams often spend hours studying the prospects supplied by their marketing teams.[5]
  • 73% of those surveyed said that it had significantly surpassed their employers’ expectations.[6]
  • For account insights, marketing automation, and intent data, around 50%-66% of people employ analytics event technology in digital advertising.[6]
  • Around 70% of B2B organizations, according to a SiriusDecisions report, were already concentrating on advancing ABM initiatives.[6]
  • Influencer advocate-related material had the lowest prevalence of the six categories of content and experiences identified for ABM use, at just 29%.[6]
  • Asking peers for advice is still a common way to get knowledge, although 40% of people say they get their answers from online groups, up +11% from 2019.[6]
  • ABM teams’ specialized headcount was estimated to have decreased by 7% of marketers in 2019, demonstrating the strategy’s mainstream adoption and integration into routine procedures.[6]
  • 33% of the 63% of marketers that use behavioral and intent signals expect and identify new accounts using intent tools, while 30% do so using traditional firmographic and technographic data to educate and identify their ICPs.[6]
  • Only 13% of respondents to the poll had marketing expenditures that are larger than 50% of the total.[6]
  • In addition, 52% of qualifying accounts, 50% of pipeline income, and 50% of wins were mentioned.[6]
  • Videos are among the most popular content forms used by marketers. Marketers’ research is made up of 46% infographics, 39% analyst reports, and 45%.[6]
  • Email and social media will be the most popular ABM channels in 2020. 94% of advertisers use account-based marketing marketers, 69%.[6]
  • Direct mail accounts for 63.6% of investments made by businesses with high returns on investment, followed by content at 54.6% and target account selection at 52.3%.[6]
  • ABM is becoming more commonplace, as seen by the 7% of reports that the dedicated headcount decreased.[7]
  • State of the market 2017 by ABM leadership alliance according to 91% of respondents, deals for ABM accounts are bigger.[7]
  • Companies with complete programs in place state that their sales and marketing alignment is at 51.6%, their unified account foundation is at 40%, their running plays are at 40%, their measurement is at 36%, and their online personalized advertising is at 30%.[7]
  • The 2019 Marketing Measurement Attribution Survey report from demand gen lead data ABM implementation has led to an increase in average yearly contract value of 171% for businesses.[7]
  • In 2020, 61% of the businesses questioned had an ABM program in place in its entirety or were in the middle of a trial program.[7]
  • Companies who have had a significant return on investment with ABM measure pipeline created by 75%, revenue by 67.5%, meetings arranged by 67.5%, target account pipeline by 63%, and marketing qualified leads by 63%.[7]
  • The likelihood of marketing and sales teams exceeding their revenue targets by up to 6 percentage points might increase when they adopt an ABM strategy jointly and devote effort to developing the practices and procedures that go with it.[7]
  • Most of the firms polled were running an ABM pilot program (26%) or had completely implemented an ABM program during the last six months (26%).[7]
  • Alterra Group’s study of 97% of marketers found ABM had a greater ROI than other marketing initiatives.[8]
  • Forrester reports that even while more than half of business customers’ research is done online, 89.5% of transactions are still made via a salesperson.[8]
  • 64% of marketers said their ABM approach had at least some effectiveness in generating additional leads.[9]
  • Lead generation was ranked as one of their programs’ top three performance indicators by 42% of marketers, according to the state of ABM report.[9]
  • Early in their ABM journey, 42% of businesses see ABM as a lead generation approach as opposed to an account engagement strategy ending in 2020.[10]
  • By the end of 2020, 42% of marketers who were polled said that the pandemic had altered their ABM goals.[10]
  • The four top indicators of ABM success are win rate (28%), revenue earned from target accounts (56%), target account engagement (36%), and marketing qualified leads (34%).[10]
  • Researchers from a different study found that companies using this digital marketing approach had an average yearly contract value growth of over 170%.[11]
  • By 2032, the account-based advertising software market will surpass USD1.3 billion, growing at a phenomenal 10.8% CAGR.[3]
  • According to the report’s findings, On-cloud account-based advertising software will continue to play a crucial role in the market since this segment is expected to create the most sales with a predicted CAGR of 10.7%.[3]
  • Europe will contribute more to the forecasted revenue. Account-based advertising software demand is growing, with Europe accounting for 25.1% of global demand and USD325.6 million by 2032.[3]

Account-Based Advertising “Other” Statistics

  • Besides the revenue earned, 43% of marketers claimed to utilize the accounts won and the revenue per account to gauge the performance of ABM.[9]
  • 91% of businesses with 1,000 or more employees have a comprehensive ABM program in place by 2020, while 48% are conducting a trial and 23% have plans to launch one in the next six months.[10]
  • While HubSpot respondents reported that revenue earned was the most popular metric for success for ABM among B2B respondents, 67% of the 900 respondents to Demandbase’s poll claimed they measured revenue.[1]
  • The Demandbase poll revealed that data quality is a key barrier to ABM success, with 32% of respondents citing it as a problem when implementing early.[1]
  • Companies with late-stage programs claimed that 73% of their income came from ABM, as opposed to those that were just getting started, such as pilot and early-stage programs, which generated 18% and 30% of revenue from their ABM programs, respectively.[1]
  • The Demandbase study found that content was the area in which most respondents intended to invest, followed by sales and marketing (46%) and target account selection (43%).[1]
  • It’s obvious that content serves as the cornerstone of an ABM strategy, but tailored content is a significant factor in success, according to 56% of marketers polled in a recent Forrester study.[1]
  • Although the proportion wasn’t nearly as high for each, new business creation was likewise the top aim for early and medium-maturity projects.[1]
  • Of these, 8% of respondents said their ABM programs were still in the planning phases, such as an experimental pilot phase, as opposed to 79% who were in the early to middle stages.[1]
  • According to Demandbase, of the 309 (43%) respondents who were implementing an ABM program in its early phases, over 43% said that a lack of funding was their top difficulty for the next year.[1]
  • According to Terminus data, 90% of late-maturity ABM programs placed a higher priority on new business growth than client retention and pipeline acceleration.[1]
  • In fact, several studies have shown that account-based arrangements have an average yearly contract value that is 33% greater.[12]
  • In fact, calling a prospect directly increases your chances of reaching them at the VP level by 147%.[12]
  • According to 27% of survey participants, they divided between 11% and 30% of their overall marketing expenditure on ABM.[2]
  • Account-based marketing is said to provide greater returns than any other marketing strategy by over 85% of marketers that track ROI, with half of those marketers showing noticeably higher results.[2]
  • WP Engine got an engagement from 93% of the accounts on their target list because of their ABM campaign.[2]
  • Comparatively, just 14% of marketers polled said they expected to see a drop in their marketing spending.[2]
  • 57% of marketers questioned stated they expect an increase in their marketing expenditure in 2017.[2]
  • 2016 state of account-based marketing (ABM) study by SiriusDecisions in 2017, just 2% of poll participants expect their marketing technology budget to drop, while over 70% stated they expect an increase of 50% or more.[2]
  • 85% of marketers claim to itsmab2b that ABM yields the highest ROI of any marketing strategy.[2]
  • Nearly 90% of those who were asked whether their firm used content marketing said yes. Yes, according to over 1,100 responders.[2]
  • Approximately 65% of marketing experts say that the ABM approach has been moderately effective in reaching the major goals that were established for it.[13]
  • According to 41% of marketers, the two most crucial pieces of data to gather and manage for ABM are lifetime customer value and an account’s financial information.[13]
  • 32% of marketers also rank marketing and sales alignment as their top problem, although they understand its importance to an ABM program’s success.[13]
  • According to 44% and 42% of marketers, respectively, account-level metrics like target account revenue earned and target account engagement are regarded as the most useful in determining the effectiveness of an ABM campaign.[13]
  • ABM technology will be used in the future, according to 86% of European respondents in a poll of marketing experts.[3]
  • Demand for streaming services and the global music market is expected to reach USD22.9 billion in 2022 and USD25.8 billion by 2032, growing at a CAGR of 18.4%.[3]
  • By 2031, sales of metrology software are anticipated to exceed USD1.8 billion, expanding at a CAGR of around 7.0%.[3]
  • Between 2022 and 2032, the U.S. is expected to have an absolute dollar potential of USD287.2 million, and by 2032, the market is expected to be worth USD451.8 million at a 10.6% CAGR.[3]
  • The market for PCB design software is expected to reach USD3 billion in 2022, growing by 12.7% year over year.[3]
  • Currently estimated to be worth roughly USD5.9 billion, the worldwide market for video streaming software is expected to grow at a remarkable CAGR of 10.2% to reach USD12.87 billion by the end of 2030.[3]
  • The market for home healthcare software is expanding in popularity and is anticipated to expand at a CAGR of 15% from 2017 to 2022.[3]
  • The market is anticipated to grow quickly at a CAGR of 14.9% and reach a value of us 7.92 billion by 2029.[3]
  • According to Future Industry Insights, the metrology software market will be worth USD860 million in 2020.[3]
  • By the end of 20.32, the market is expected to have grown at 7.9% CAGR, with a value of around $15 billion.[3]
  • ABM programs qualify 20% of the accounts they target as potential sales prospects. Customer retention rates are 36% higher in companies with well-coordinated sales and marketing teams.[4]
  • Half of company customers’ research is done online, yet salespeople still execute 89.5% of the deals.[4]
  • ABM significantly increases sales and marketing alignment, according to 82% of B2B marketers.[4]
  • 84% of businesses using ABM reported improved reputations. ABM considerably helped 85% of marketers maintain and grow their current customer connections, they said.[4]
  • 91% of businesses who use ABM report an increase in average transaction size, with 25% reporting a 50% increase. 86% of marketers claim ABM has increased their win rates.[4]
  • ABM programs are currently active with 94.2% of responders, up from 77% in 2019. Since their inception, 64% of ABM programs have expanded quickly in complexity, with 68% now using automation.[4]
  • After utilizing account-based marketing, some observe that the average annual contract value increased by 171%.[4]
  • And it’s easy to see why marketers are still enthused about ABM given that 65% of marketing professionals consider their ABM approach to be at least moderately effective.[4]
  • Businesses in the B2B sector saw 24% faster three-year revenue growth and 27% faster three-year profit growth when their sales and marketing processes were closely coordinated.[4]
  • In 2021, there will probably be fewer mature programs, but there will be a lot more programs overall.[4]
  • ABM activities, according to 87% of account-based marketers, outperform other marketing expenditures.[4]
  • Compared to inbound, outbound, etc., mature ABM programs currently account for 79% of all sales possibilities.[4]
  • A buyer persona-like tool called an ideal customer profile helps businesses gain 68% more business.[4]
  • According to estimates, the market for conversational intelligence will triple in size by 2019.[4]
  • 60% of customers who have used ABM for at least a year say it has increased their revenue by at least 10%. 19% reported a 30% or higher revenue effect.[4]
  • ABM’s better account-based marketing techniques beat other marketing initiatives, according to 87% of marketers.[14]
  • An ABM approach is successful for many businesses. According to a SiriusDecisions report1, 92% of B2B firms cited ABM as an essential component of their overall marketing strategies.[14]
  • According to a CEB poll, customers were 40% more likely to purchase from a provider whose material they felt was personalized to meet their own requirements.[5]
  • According to the RollWorks marketing technology implementation survey, spending on new technology marketing surged primarily by 20% and moderately by 59%.[5]
  • In fact, more CMOs will invest in account-based marketing software and other ABM technologies in the years to come given that 93% of survey respondents said it was very or very critical to their company’s performance.[5]
  • According to a survey, 75% of B2B marketers that used ABM could locate and interact with the relevant customers sooner in the purchasing process.[5]
  • Surpass your other marketing channels in performance even as recently as 2017, the ITSMA study revealed that over 87% of marketers tracked their return on investment.[5]
  • According to SiriusDecisions, 30% of marketers that used an account-based approach saw an improvement in engagement with their c level targets of over 10%.[5]
  • According to HubSpot’s not another state of marketing report 2021, 70% of marketers now have an active account-based marketing program in place, up from just 15% in 20.[5]
  • During the same three-year period, these identical businesses raised their earnings 27% quicker.[5]
  • A future account-based marketing approach is currently being planned by 34% of marketing professionals.[6]
  • 42% of marketers are tailoring their content to their customers in order to boost account engagement and establish lasting connections.[6]
  • Success is measured in 41% of cases based on account engagement score and in 46% of cases based on pipeline velocity.[6]
  • 49% of marketing professionals target specific accounts using their current tech stack, which includes CRM, map, etc.[6]
  • Compared to 2019, this year, marketers will watch 5% and 2% more online webinars and blogs, respectively.[6]
  • Email campaigns come in second with 45% of marketing professionals citing social media as the most successful way to get a competitive edge, and the utilization of content or resources comes third with 42%.[6]
  • ABM has been used by 51% of marketers for 16 months to a year, while 49% have been using ABM programs for two years or longer.[6]
  • 54% of marketers say they spend most of their ABM efforts trying to get and cultivate new relationships.[6]
  • 57% of marketing professionals are presently streamlining their marketing efforts by combining demand-generation strategies with ABM procedures.[6]
  • 60% of B2B marketers use net-new accounts engaged to gauge the performance of their ABM operations.[6]
  • 55% of marketers customize their content to engage customers in certain positions, while 61% do the same for specific sectors.[6]
  • 65% of marketing experts say that the ABM approach has been moderately effective in reaching the primary goals that were established for it.[6]
  • The number of qualifying accounts is used by 67% of marketers to gauge the performance of ABM, while net-new accounts are considered by 63% of them.[6]
  • By the end of 20.20, 38% of marketers that want to boost their ABM expenditure by at least 10% do so.[6]
  • 80% of marketers claim that the sales staff is to create and plan their list of targeted accounts.[6]
  • 91% of businesses with 1,000 workers either have a pilot program or a complete account-based marketing strategy in operation (23% or 48%, respectively).[6]
  • 21% of marketers intend to invest in ABM systems, while 22% plan to invest in predictive technology.[6]
  • 44% of people use intent monitoring tools, compared to 50% who use measurement and reporting tools.[6]
  • 39% of marketers utilize chatbots and customized online content, while 53% of marketers use direct mail.[6]
  • Less than 25% of the marketing budget, according to 62% of marketers, is now allocated to account.[6]
  • The two most crucial pieces of data to gather and manage for ABM are lifetime customer value and an account’s financial information, according to 41% of marketers.[6]
  • Metrics focused on the account level, such as target account income earned and target account engagement, are apparently the most useful in determining the effectiveness of an ABM program, according to 44% and 42% of marketers, respectively.[6]
  • About 64% of marketing professionals, according to ITSMA and ABMLA, predicted that their ABM personnel will grow in 2020.[6]
  • Since 2019, behavioral and intent signals have grown from 55% to 63%, indicating that marketers are relying more on intent data to guide their ABM initiatives.[6]
  • By 2021, the software will evaluate over 50% of all sales phone conversations, according to TOPO projections for 2019.[6]
  • Since 2019, 21% more professionals are using chatbots, enabling more marketers to improve program automation while maintaining account engagement.[6]
  • Businesses with high ABM ROI were twice as likely to want to boost their direct mail spending in 2020.[6]
  • The three largest obstacles for businesses just beginning ABM programs are a lack of funds (42.7%), a lack of talent (38.5%), and a lack of technological resources (33%).[6]
  • Face-to-face encounters will account for just 5%-15% of a seller’s overall involvement in a sales cycle because of COVID-19 and social distance, according to Forrester Research.[6]
  • During the projected period, the size of the global ABM market will increase from USD651.9 million in 2018 to USD1,196.9 million by 2023 at a compound annual growth rate CAGR of 12.9%.[6]
  • Marketers said that they intended to expand employees by 19.3% and the budget by an average of 21.3%.[6]
  • Over 70% of individuals use social media, email, websites, and CRM as their primary tools.[6]
  • ABM accounted for 29%, or over a third, of marketing expenses on average, and 73% of businesses expect to raise that amount by an average of 21% by the end of 2020.[6]
  • ABM budgets typically represent 36% of digital marketing expenditures and are growing by 9% yearly.[6]
  • The top three learning sources for ABM practitioners are online webinars (76%), blogs (60%), and whitepapers (42%).[6]
  • Other significant difficulties include a lack of internal resources. 36% target account personalization at scale while demonstrating ROI attribution at 31%.[6]
  • Various other replies are firmographic (68%), technographic (35%), signals of behavioral intent (55%), and predictive (26%).[6]
  • Since 2019, 36% more professionals have created personalized website content, showing an increasing trend of marketers interacting with their accounts in a more personal manner.[6]
  • The remaining 46% devote most of their efforts to nurturing and cross-marketing to current accounts and contacts, with 27% aiming to engage and convert existing contacts and 19% concentrating on nurturing and conversion of existing contacts.[6]
  • According to 39% of marketing influencers, a difficult obstacle to the success of an ABM approach is correlating marketing efforts to income.[7]
  • An account-based marketing approach is effective at reaching the top priorities, according to 95% of marketing influencers, with 40% of them identifying it as the best in class.[7]
  • The majority of people are implementing or testing the plan, with just 12% overall saying they aren’t.[7]
  • Marketers are opting to concentrate on fewer accounts as ABM develops. ABM accounts with 99 or fewer are actively targeted by 56% of respondents, compared to 47% in 2018.[7]
  • After deploying their ABM approach, B2B marketers saw an increase in average annual contract value of 171%.[7]
  • According to these data, the program will be completely implemented in over 90% of organizations with over 1,000 employees by 2020.[7]
  • For 39% of marketing influencers, creating personalized content is both the most successful and challenging digital medium to use.[7]
  • For those that have fully implemented ABM programs, it now accounts for 39% of the overall budget in 2020, up from 33% in 2019.[7]
  • According to 94% of respondents, ABM coexists with their other marketing strategies.[7]
  • More marketers than any other group in 2017 reported driving pipeline as their primary metric.[7]
  • 18% of businesses intended to expand the implementation of account-based sales and marketing in 2018.[7]
  • Companies who saw a high return on their ABM investments expected to invest the most in direct mail (64% content, 55% target accounts).[7]
  • ABM is very essential or very significant to the overall marketing activities of 92% of participating B2B organizations.[7]
  • The largest obstacles to early-stage ABM initiatives are a lack of funding (47.2%), an inability to execute (38.51%), and a lack of technological resources (33.1%).[7]
  • An effective account-based marketing approach, according to marketing influencers, targets customers and prospects almost equally (49% and 46%, respectively).[7]
  • Those with the best ROI from ABM 2x their investment reported that 61% of teams were taking part, compared to more mature programs’ average participation rate of 51%.[7]
  • 2017 account-based marketing three sorts, most businesses with complete ABM systems in place that track ROI (54%).[7]
  • ABM is very or very critical to the overall marketing activities of 92% of B2B marketers globally.[8]
  • Each acquisition now requires the explicit approval of 6.8 stakeholders, up from 5.4 in 2014 CEB in HBR. More than half of company purchasers’ research is done online (74% of them).[8]
  • According to Harvard Business Review, individual customer stakeholders who felt that the supplier’s material was targeted to their particular requirements were 40% more likely to make a purchase from that supplier.[8]
  • ABM is crucial to B2B marketing, according to over 90% of marketers. SiriusDecisions in the next year, over 60% of businesses want to start an ABM program.[8]
  • The user’s choice to remain or leave a website depends on the first 10 seconds of their visit. Microsoft Research predicts that 65% of customers will leave it.[8]
  • 85% of marketers said that ABM has a major positive impact on their ability to maintain and deepen current client relationships[8]
  • Businesses may increase their transaction closing rate by up to 67% by simplifying their sales and marketing teams, according to a Marketo and Reachforce study.[9]
  • Demand generation and ABM processes are more closely connected, according to the Demand Gen Report 2020 ABM benchmark, to simplify marketing activities.[9]
  • 53% of firms, according to a combined study by HubSpot Litmus and Wistia, utilize the income earned to gauge the effectiveness of their ABM strategy.[9]
  • 40% of respondents to the 2019 ABM benchmark survey claimed to have enhanced the balance between their acquisition methods for ABM and DGR.[9]
  • 37% of marketers, according to ascend2 data, find it difficult to assemble enough finances and resources.[9]
  • Demandbase 2021 market research indicates that 55% of businesses claim that their ABM initiatives are built on customer growth.[9]
  • In contrast to 2019, 57% of marketers employed ABM techniques and demand generation strategies together in 2020.[9]
  • According to 56% of marketers, customized content helps them target hot accounts more effectively.[9]
  • The survey also reveals that 9% of marketers consider new business development, client retention, and pipeline acceleration to be the primary strengths of their developed ABM marketing approach.[9]
  • CRM, marketing automation, and LinkedIn are all necessary technologies, according to marketers, for ABM success.[9]
  • Moving on, we discovered that 98% of marketers now utilize ABM or intend to do so in 2021 according to the 2021 ABM benchmark.[9]
  • Study many more aspects of the ABM environment in 2021 have been revealed by this research, such as the fact that the yearly contract value for ABM-based transactions was 33% greater than non.[9]
  • The findings show that businesses have seen an increase in yearly contract value of 171% because of using ABM.[9]
  • ABM platforms are prioritized by 27% of businesses, while marketing automation solutions and predictive analytics tools are preferred by 24% and 21%, respectively.[10]
  • Companies with less than USD100 million ARR devote 32% more of their overall marketing spending to ABM than do businesses with over USD1 billion ARR.[10]
  • The two most crucial KPIs to monitor for ABM ascend2 20.21, according to 41% of marketers, are lifetime customer value and an account’s financial data.[10]
  • ABM, according to 49% of marketers, significantly contributes to their business being more customers.[10]
  • Demandbase 2021 reports that 55% of marketing professionals utilize ABM for both new revenue and current client growth revenue.[10]
  • In order to assist their ABM efforts, 63% of the most successful marketing programs in 2020 depend on account intelligence[10]
  • The ABM tenets, according to 70% of B2B marketers, are affecting how businesses approach marketing today.[10]
  • In their ABM initiatives, 80% of firms employ three or more tools. 68% of ABM projects according to IDG 2021 employ automation technologies.[10]
  • In order to grow ABM programs, 86% of ABM executives and b2b marketers would spend more money on tools, campaign templates, and procedures.[10]
  • Three key sources provide 86% of marketers with information on their accounts. IT publishers (60%), social media (65%), and their database (62%).[10]
  • The ROI of ABM projects beats other marketing expenditures, according to 87% of b2b marketers, according to IDG 2021.[10]
  • According to ITSMA, 30% of respondents see teaching sales about the procedure and value of ABM as a top obstacle, while 37% of respondents cite monitoring and assessing ABM outcomes as a crucial challenge.[10]
  • Budgets for ABM in Demandbase 2020 have climbed by 40% year over year, from 20% in 2019 to 28% in 2020.[10]
  • ABM accounts for 18% of the expenditures of top-performing B2B marketers compared to 14% for underperformers.[10]
  • According to HubSpot, 45% of marketers using ABM programs find it difficult to provide a tailored client experience.[10]
  • According to IDG, 36% of respondents say prioritizing accounts is their biggest obstacle, while 35% say making and contacting target account lists is a major problem.[10]
  • 94.2% of respondents to the ITSMA 2020 survey now have an active ABM program, up from 77% in 2019.[10]
  • According to HubSpot in 2021, 70% of marketers employed account-based marketing, up from 55% in 2020.[10]
  • Up from 58% in 2020, 76% of businesses experimented with and increased their ABM initiatives in 2021.[10]
  • According to an Ascend2 poll, 28% of participants think the marketing department oversees ABM initiatives, while another 19% claim the sales department is in charge of them.[10]
  • In the future, there will probably be fewer mature ABM projects, but there will be more programs. In the next 12 months, 38% of marketers aim to expand their ABM spending by 10% or more, and 80% plan to boost their ABM expenditure.[10]
  • Less than 25% of businesses have created a strong technical foundation to support their ABM initiatives.[10]
  • Companies with fully implemented ABM programs report at least a 25% ROI in 63% of cases, and at least a 50% ROI in 46% of cases, according to Demandbase 20.20.[10]
  • Of those marketers, 49% said they changed their goals to concentrate more on expanding business with current clients.[10]
  • One-third of marketing vice presidents want to increase ABM campaign spending by 30%.[10]
  • Software for content syndication, sales automation, third-party data attribution, and reporting is only used by 25.39% of respondents.[10]
  • Among marketers, just 46% are satisfied with the technologies they utilize for their ABM campaigns.[10]
  • The top three objectives of ABM programs are to find new target accounts (35%), create new sales opportunities (53%), and increase income from current clients (42%).[10]
  • Currently, only 13% of ABM programs are completely integrated into marketing and corporate strategy, and 20% of them are still in the early stages of development.[10]
  • That indicates that for 97% of marketers, it produced a greater return on investment than other marketing tactics.[11]

Also Read

How Useful is Account Based Advertising

One of the key benefits of Account Based Advertising is its ability to target high-value accounts, enabling businesses to focus their resources on prospects with greater potential for conversion. By identifying specific companies or decision-makers within those companies, marketers can create highly customized campaigns that speak directly to the needs and pain points of their target audience. This level of personalization can lead to higher engagement rates and ultimately, more qualified leads.

In addition, Account Based Advertising can help businesses foster stronger relationships with key accounts by delivering relevant and timely content throughout the buyer’s journey. By tailoring their messaging to match the interests and preferences of their target audience, companies can demonstrate a deeper understanding of their needs and establish trust and credibility early on in the sales process. This more targeted approach can also help to shorten sales cycles and drive higher conversion rates, ultimately leading to a better return on investment.

Another advantage of Account Based Advertising is its ability to support integrated marketing efforts by aligning sales and marketing teams around common goals. By focusing on a select group of high-potential accounts, businesses can ensure that their efforts are coordinated and that everyone is working towards the same objective. This alignment can lead to a more cohesive and effective marketing strategy, with teams collaborating on account-specific campaigns and sharing insights and learnings to continuously improve their approach.

However, despite its many benefits, Account Based Advertising is not without its challenges. One of the main criticisms of this approach is its cost, as targeting high-value accounts typically requires a significant investment of time, resources, and budget. In addition, developing personalized content and campaigns for each targeted account can be a labor-intensive process, requiring a high degree of creativity, expertise, and strategic planning.

Furthermore, while Account Based Advertising can be highly effective for targeting specific accounts, it may not be the best approach for reaching a broader audience or generating brand awareness. For businesses looking to cast a wider net and attract a larger pool of potential customers, other marketing strategies, such as digital advertising or content marketing, may be more suitable.

In conclusion, Account Based Advertising can be a valuable tool for businesses looking to target high-value accounts and drive more personalized and effective marketing campaigns. By focusing on a select group of key prospects and delivering tailored messaging throughout the buyer’s journey, companies can foster stronger relationships, align sales and marketing efforts, and ultimately drive higher conversions. However, this approach may not be the best fit for every business, as it requires a significant investment of time, resources, and budget and may not be suitable for reaching a broader audience. Ultimately, the effectiveness of Account Based Advertising will depend on a business’s unique goals, target audience, and resources, and should be carefully considered within the context of a broader marketing strategy.


  1. elevationb2b –
  2. terminus –
  3. globenewswire –
  4. lxahub –
  5. rollworks –
  6. spiceworks –
  7. tribalimpact –
  8. triblio –
  9. unboundb2b –
  10. usergems –
  11. webfx –
  12. zoominfo –
  13. convinceandconvert –
  14. marketo –
  15. intercom –

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