Research on adoption of Account-based marketing (ABM)

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
2 min read

Chart of your day: Just how much budget has been assigned to ABM?

This week, I decided to have a look at the popularity of ABM since we’ve been getting a large amount of fascination with our recent group of articles on how best to implement ABM by Daley Robinson.

Most studies on the adoption of ABM relate with larger B2B companies who will be the early adopters of ABM that they have historically used being an method of target their larger clients. This is actually the case with this particular research from Sirius Decisions which considers the percent of budget allocated to ABM.

You can easily see that in both previous years, more budget has been assigned to ABM with over one-third of business categorising their devote to ABM in 2017 as either 11-30% of 32-50% of budget. Nearly a fifth are spending more 50% of these budget on ABM. The report doesn’t explain the facts of spend, but a follow-up question show budget devote to marketing technology to aid these activities:

  • Predictive analytics (42%)
  • Web personalization (39%)
  • Account-based advertising (38%)
  • Account profiling (37%)
  • Intent monitoring (33%)

Separate research by Demandbase viewed agency adoption of ABM because of their clients and reported that although all B2B clients get excited about ABM, the knowledge of ABM is mixed – 45 percent say their clients hardly understand what ABM is, and 32 percent say their clients think they’re currently deploying it, however in fact aren’t…

Research source

  • Source: Sirius Decisions: State of ABM research
  • Sample: 200+ account-based marketing leaders from the U.S., EMEA, Canada, APAC and LATAM (mixture of SiriusDecisions clients and non-clients), 57%
    had revenues higher than $250 million
  • Recommended resource: Account-based marketing for B2B
David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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