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A third of B2B marketers who use account-based marketing (ABM) say they have seen a return on investment of more than 50% from the strategy, according to recent research from Demand Spring.

The report was based on data from a survey conducted in 2022 among 100 marketers in North America who work for B2B firms across a wide range of industries.

Among respondents who say their firm uses ABM, 17% say they have seen an return on investment (ROI) of 50%-74% and 4% say they have seen an ROI of 75%-100%. Another 12% say they have seen an ROI of more than 200%.

ROI attributed to ABM efforts survey results

Some 53% of respondents say their ABM strategy generates more revenue than other marketing efforts.

Chart of whether ABM has generated more revenue than other marketing efforts

The top reasons for using an ABM strategy are to generate new business (74% of B2B marketers cite as a goal), increase revenue (54%), and increase engagement (46%).

ABM strategy goals survey results

A quarter of B2B marketers say ABM has significantly improved their firm's relationships with customers and 33% say ABM has moderately improved customer relationships.

Chart of whether executing ABM has improved relationships with customers

About the research: The report was based on data from a survey conducted in 2022 among 100 marketers in North America who work for B2B firms across a wide range of industries.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji