ABM is a worthy investment, according to 86% of marketers who say it boosts win rates. New research from TOPO also shows it enhances customer lifetime value (80%) and delivers higher ROI than a traditional go-to-market strategy (76%).
The Account Based Benchmark Report, which surveyed more than 150 industry practitioners, reveals that ABM budgets are growing and 42% plan to increase their ABM budgets by more than $75,000 in 2019.
Other survey findings include:
- Organizations with a strong ICP have 68% higher account win rates;
- 90% of marketers say ABM improves alignment between marketing and sales; and
- The top five ABM channels are SDR outreach (88%), events (72%), executive-to-executive outreach (70%), direct mail (67%) and digital advertising (64%).
“Many B2B organizations are shifting rapidly to account based to help drive their business growth,” said Eric Wittlake, Senior Marketing Analyst at TOPO, in a statement. “What became clear during our research was that the market growth was fueled by validation from early adopters that account based successfully addresses major business challenges, including pipeline efficiency, retention, expansion and customer lifetime value.”