The 2018 State of Account-Based Marketing surveyed 211 sales and marketing professionals across a variety of industries and company sizes. The results show that 51% plan to add to their ABM tech stack in 2019.
Additional findings include:
- 59% plan to increase their ABM budget, down from 82% the previous year;
- New business acquisition (74%) is the top priority for ABM practitioners, followed by pipeline acceleration (62%) and lead generation (52%);
- Measuring and reporting ABM performance is the biggest challenge (41%); and
- 84% of marketers with an advanced ABM program say target account selection is a joint marketing and sales effort.
“For the last three years, we have conducted our ABM survey to provide a readout on where ABM is and to help understand where it is headed,” said Sangram Vajre, Co-Founder & Chief Evangelist of Terminus and Founder of #FlipMyFunnel. “Clearly the research shows increased adoption, a significant move to focus on revenue as the primary measurement and new challenges in technology adoption as companies scale their ABM initiatives.”