Time for the 2015 LeanData Survey on the State of Account-Based Marketing

October 20, 2015 Mark Emmons

Screenshot 2015-10-20 08.52.02

In late 2014, LeanData decided it was time to get the pulse of just how widespread the adoption of Account-Based Marketing (ABM) strategies had become among B2B companies. Sure, ABM was gaining a high “buzz” factor. But were businesses recognizing enough value to incorporate it into their sales and marketing efforts?

So we conducted a survey, and the results were eye-opening. Here’s what we heard from business professionals:

  • 86 percent of B2B firms were utilizing an Account-Based Marketing or Targeted Account Selling Strategy
  • 53 percent of companies were more focused on ABM than they had been a year earlier
  • 41 percent considered ABM a top priority
  • 76 percent of businesses using ABM for at least two years rated their experiences as either generally good or going extremely well.

There’s a reason why LeanData touted the survey in an eBook titled: “The New State of Account-Based Marketing: Don’t Get Left Behind.” Clearly, there was the sense that sales and marketing teams didn’t want to be late on a trend that quickly was becoming a business cornerstone.

Now, it’s a year later and ABM has become entrenched as the hot acronym in the B2B space. And it’s time to see just how much the ABM movement has grown with a follow-up survey.

“We want to see how many people really understand what Account-Based Marketing is all about, and how many business are using it today,” said Adam New-Waterson, the chief marketing officer of LeanData. “We firmly believe that ABM is far more than a tactic. It’s a fundamental strategy that revolutionizes how your sales and marketing teams work together in a cohesive fashion to grow revenue. We’re hoping to find out in this survey if people really get that.”

The interest surrounding ABM can be traced to the changing B2B landscape. The buyer’s journey has become increasingly complex with longer sales cycles and an increase in the number of influencers in potential purchases. ABM creates a more accurate view of this new lifecycle by aligning sales and marketing departments with the goal of penetrating the high-value target accounts that offer the best chance of generating the most revenue.

Since the last LeanData survey, other research has shown the expanding prevalence of ABM.

In September, a benchmark report by Demandbase and Demand Metric found that 71 percent of B2B companies already were using ABM or were showing interest in adopting it. Earlier in the year, research firm SiriusDecisions determined that 92 percent of companies recognized the value of ABM, describing it as either “extremely important” or “very important.” But the same study also learned that only 20 percent of businesses actually had an ABM strategy in place for more than one year.

So, the ABM picture is still complicated, and more than a little confusing.

We hope our short survey will help add greater context to what’s really happening in the B2B space and further quantify the trend. This not only is an opportunity to have your voice be heard, but also for you to see how peers are implementing ABM into their businesses plans and what kind of results they are seeing.

“We want to understand the Accounted-Based Marketing techniques where people are having the most success,” New-Waterson added. “What’s working out there? Where are there challenges? As marketers, we all want to know where we should be focusing our efforts. This is a chance for all of us to learn more.”

And you can help us do that.

Please visit here to take our survey.


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