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Account-Based Marketing to Transform B2B Demand Generation in the Upcoming Year

Account-based Marketing (ABM) is set to witness a surge among B2B demand generation marketers, with research showing its effectiveness in driving engagement, improving team satisfaction, and enhancing revenue growth.

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BNN Correspondents
New Update
Account-Based Marketing to Transform B2B Demand Generation in the Upcoming Year

The upcoming year is likely to witness a surge in the use of Account-based Marketing (ABM) among B2B demand generation marketers, as indicated by a research study from the ABM Leadership Alliance and Momentum ITSMA. The study, surveying 320 heads and practitioners of ABM at B2B technology and business services companies globally, found that 52% of respondents measure ROI from ABM, with a whopping 81% of this group reporting that ABM delivers significantly or somewhat higher ROI than traditional marketing efforts.

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The Impact of ABM on Key Revenue Metrics

However, when it comes to the influence of ABM on key revenue metrics such as account satisfaction, loyalty, advocacy, and cross-sell/upsell opportunities, the picture is more nuanced. Less than half of the respondents noticed a significant improvement in account satisfaction or loyalty due to ABM, and even fewer reported a sizeable rise in cross-sell/upsell. Despite this, ABM proves highly effective in driving engagement with selected accounts, with 85% of respondents witnessing significant or some improvement.

ABM's Effectiveness in Pipeline Growth and Team Satisfaction

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Furthermore, ABM has demonstrated its effectiveness in pipeline growth and in boosting sales rep or account team satisfaction. Here, 78% and 77% of respondents respectively observed improvements. In addition, 74% of respondents have witnessed some level of revenue growth attributable to ABM, attesting to its impact on the bottom line.

ABM as a Strategy for Wider Engagement

The research underscores that creating wider engagement within the ideal customer profile is a top business goal of ABM. Pipeline and revenue growth are stated as the most commonly cited top-5 metrics for ABM success, suggesting a strong focus on financial outcomes. With its personalized nature and the integration of Artificial Intelligence, ABM is set to redefine B2B marketing strategies, driving revenue while enhancing operational efficiency.

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