ABM Maturity Corresponds To Better Revenue Results
That’s cool — Forrester research shows there is a definite connection between ABM activity and revenue results. But you knew that.
We also found that:
Sixty-two percent say they can measure a positive impact since adopting ABM.
As ABM matures, marketers are choosing to focus on fewer accounts: 56% say they actively target 99 or fewer ABM accounts, compared to 47% who said the same in 2018.
Most marketers adopted ABM to deepen relationships and expand business with existing customer accounts or to pursue a few, high-value, net-new accounts. Those focusing on lots of accounts are practicing better segmentation (which is also very cool!).
Marketers strongly agree that personalized content (56%) and advanced data management (43%) are keys to ABM success.
Tighter alignment between marketing and sales is the No. 1 value that marketers can demonstrate from ABM today.
ABM is maturing as marketers integrate established ABM practices into everyday budgets and skill sets:
Fifty-five percent of respondents rated their ABM as “established” compared to just 43% in 2018.
Twenty-one percent reported a decrease in dedicated ABM budget dollars.
Seven percent reported a decrease in dedicated headcount, showing that ABM is going mainstream.
ABM Becomes The Way B2B Marketing Gets Done
Let’s head back down memory lane for a moment: This last finding points to a very important call that my colleague Lori Wizdo made in her report assessing the impact of ABM on demand generation: namely, that ABM will become the next chapter in B2B marketing automation, or more specifically, that “ABM will elevate, not eclipse, lead-to-revenue management” practices.
In our survey, 94% of respondents said they see ABM coexisting alongside their other marketing approaches. That’s good but not good enough. In fact, Matt Senatore, Bob Peterson, and Steve Casey predicted at this year’s SiriusDecisions Summit that in five years, the term “ABM” will disappear as account-centric becomes the way most B2B organizations identify, manage, and measure demand unit and post-sale motions.
This post was written by VP, Principal Analyst Laura Ramos, and originally appeared here.